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Naming • Social Media Management 

DONA PUREZA

Cleaning vinegars

Challenge

To create the name that launched (then) Mendes Gonçalves into the world of Cleaning Vinegars in 2012.

And in 2023, to develop the brand in the context of social media, showcasing its characteristics, personality, and essence.

Idea

The name “Dona Pureza – Cleaning Vinegar” emerged in 2012 to christen a brand with a multi-purpose product rooted in ancient knowledge about the properties of vinegar. It personifies its virtues in the name of a practical, knowledgeable, and confident woman, given a modern and irreverent look with a distinctive tagline intended to make it simple and fun to remember.

Result

After several years on the market, the brand made room for new references and strengthened its positioning of “pure origin” through internal work at Casa Mendes Gonçalves. The management of social media enhanced the brand’s user-friendly side with casual language, humor, and a relaxed tone. A new stories strategy added interest, curiosity, and lifestyle elements to what might have seemed a mundane topic.

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