Pao de Acucar Group, a Brazilian supermarket chain, has launched Amelia, a website aimed at helping consumers solve household problems. In Brazilian slang, Amelia is a housewive who works long and uncomplainingly to look after home and family.

Supporting the launch, TV ads feature domestic scenes, such as men shopping or mowing the lawn, as well as a woman trying to cook a meal. The visuals are overlaid with the popular song "How I miss Amelia", while the signoff soothes: "You don't have to miss Amelia anymore. Access right now."

The launch campaign also includes print and billboards and is running in major cities including Salvador, Brasilia, Sao Paulo, Rio de Janeiro, Fortaleza, Curitiba and Belo Horizonte.

News source: Advertising Age - International Daily