As the Neve brand evolved with its new technology Dermacare, we decided it was time to find a new Alfredo - Brazil’s most famous butler and one of the country’s biggest advertising icons - to announce that news.

We started the search with a comic casting featuring three of the most iconic advertising characters of the country: Carlos Moreno, Fabiano Augusto and Sebastian Fonseca - all vying for the #NovoAlfredo or ‘New Alfredo’ vacancy.

In addition to repositioning Neve, the campaign created a massive uplift in conversations about the toilet paper brand.