Live marketing actions highlight Lorenzetti's market presence and strengthen the brand's connection with different audiences

With over 100 years of history, Lorenzetti demonstrates that tradition and innovation go hand in hand. The brand continuously invests in live marketing, promoting experiences that go beyond products and extend to cultural, sports, and digital initiatives, reaching diverse audiences – from specifying professionals to end consumers, from baby boomers to Generation Z. This strategy reinforces the brand's ability to strengthen consumer connections, continuously renew itself, remain in the memory of Brazilians, while simultaneously maintaining a presence in millions of households across the country.

In recent years, Lorenzetti has established itself as a sponsor of major theatrical productions that combine emotion, diversity, and quality entertainment. These include Priscilla, Queen of the Desert; Mamma Mia!; Mean Girls; and Pretty Woman. As Brazilian versions of Broadway classics, these shows attract different generations to the theater and reinforce Lorenzetti's role as a supporter of national culture.

In the architecture and construction sector, the brand is present at events such as Expo Revestir, where this year it presented an 800 m² inspirational booth exploring coordinated environments that fostered a welcoming and informative experience. This initiative earned the company the Golden Megaphone at the Live Awards 2025, the premier recognition in the brand experience sector in Brazil and Latin America. Furthermore, Lorenzetti had a presence at Feicon Batimat and Construsul, major construction industry fairs, impacting approximately 200,000 people, combining the estimated visitors across the three events throughout 2025.

Encouraging sports is also a pillar of the brand's institutional activities. Since 2023, Lorenzetti has sponsored Osasco Voleibol Clube, one of the country's most traditional women's teams, betting on women's sports as an agent of social transformation. Another example is the support for street races: for eight years, the brand has been the official sponsor of the Music Run circuit, which combines sports, leisure, and music, strengthening its association with well-being and quality of life.

In the digital environment, Lorenzetti has been expanding its presence and connection with all audiences. Campaigns with influencers related to home, well-being, and lifestyle highlight self-care during showers and present lines of showerheads and electric showers, water heaters, and sanitary fittings through affective communications, with an estimated impact of over 10 million audience reach. For both professionals and consumers, the brand also offers an inspiration library on Pinterest, gathering complete home solutions and inspiring ideas. Also in the digital sphere, Lorenzetti implemented on its website (lorenzetti.com.br) an accessibility tool developed by Rybená, featuring Brazilian Sign Language (Libras) translation, synthesized voice reading, and customizable visual adjustments, reinforcing its commitment to inclusive and human communication.

Combined with trade marketing efforts, these initiatives solidify Lorenzetti as the most remembered brand in Brazil in the electric shower segment, recognized for the tenth time as Top of Mind and also awarded as Top Regional Highlights – Southeast Region, by the Datafolha Institute, which is now in its 35th edition.

For Lorenzetti, the secret to remaining strong for over a century lies in combining tradition with innovation. “Being close to the consumer means understanding their transformations and interests, creating touchpoints that unite experience and purpose. By investing in audience relationship initiatives, we generate connection, which ensures the maintenance of the brand's strength in the present and the perpetuation of its memory in the future, while we dedicate ourselves to developing new solutions and products that exceed our audience's expectations,” states Paulo Galina, Marketing Manager at Lorenzetti.