Citroën celebrates women in Brazil with C3 XTR and Helen Ramos

Citroën and content creators: a strong brazilian strategy

For several months, Citroën has been intensifying its presence in the South American market, particularly in Brazil, by announcing strategic partnerships with various content creators. This approach, initiated in 2024, aims to modernize the image of the "double chevron" brand while building a close connection with a digitally active audience. On the occasion of International Women's Day, celebrated on March 8th, the manufacturer is taking a significant new step.

The brand is launching a major campaign specifically dedicated to women, highlighting the Citroën C3 XTR. This rugged-looking version of the popular city car has become the ambassador for a powerful message, combining historical heritage with modern lifestyle. Through this initiative, Citroën is doing more than just promoting a vehicle; it is reaffirming its long-standing commitment to the women drivers and professionals who shape the automotive industry.

An innovative campaign with Helen Ramos and BETC HAVAS

Developed in close collaboration with the agency BETC HAVAS, this campaign takes the form of a high-quality production designed for social media. It features Helen Ramos, a well-known figure in Brazil as an actress, screenwriter, and content creator. Recognized for her authentic voice and her ability to address social issues with relevance, she is the ideal choice to embody the brand's values.

The campaign concept cleverly reinterprets a viral social media trend: the famous "What's in my bag?". In this revisited version titled "What she doesn't carry in her handbag," Helen Ramos reveals symbolic objects that marked the history of women in motorsport. These include:

• Dorothy Levitt: who, as early as 1909, used a vanity mirror to monitor what was happening behind her vehicle, foreshadowing the invention of the rearview mirror.

• Bertha Benz: a pioneer who completed a 194-kilometer journey in 1888, forced to use a hairpin to repair her ignition system.

• Florence Lawrence: the inventor of the first signaling systems for turns and braking, the ancestors of our modern turn signals.

The campaign will be released this Sunday, March 8th, on the brand's official social media channels, including Citroën Brazil's Instagram and TikTok accounts. By linking these historical anecdotes to the features of the C3 XTR — such as its spacious interior, exclusive finishes, and ATR all-terrain tires — Citroën demonstrates that adventure and practicality are essential parts of women's daily lives.

A historical commitment: the legacy of André Citroën

The reason this campaign resonates so strongly today is that it is part of a very long-term tradition for the brand. Since its inception, Citroën has always considered women as central players in its development. As early as 1915, during the First World War, André Citroën displayed remarkable social foresight. While his factories were operating at full capacity, he was the first car manufacturer to integrate women into his workforce on a large scale.

To support these workers, he established infrastructure that was unheard of at the time: modern cafeterias and, most importantly, nurseries directly on the production site for employees with children. André Citroën went even further by demanding the admission of women into the "Cercle syndical interallié," a bold stance for the 1910s.

This vision was also reflected in the products. In 1922, the Citroën 5CV, affectionately nicknamed the "Little Citroën," was presented at the Paris Motor Show. It was specifically designed to meet the needs of women and the younger generation. With its bright colors, light steering, and ease of maintenance, it paved the way for female automotive independence.

According to Pedro Silva, Citroën's Director for South America, this new campaign is the culmination of this DNA:

"We are proud to have been pioneers in initiatives that improved conditions and expanded the participation of women in a sector historically dominated by men, and this content is a tribute to that legacy."

A sustainable content strategy for the Brazilian market

In conclusion, Citroën confirms its dynamism in the Brazilian market by continuing its strategy of creating engaging and original content. This new campaign for March 8th is not just following a seasonal trend; it is part of a digital shift that began in 2024.

This campaign honors both the women of today, represented by Helen Ramos and future C3 XTR drivers, and serves as a necessary reminder of the pioneering role Citroën has played for over a century. By celebrating the past to better support the present, the brand proves that its message of comfort and freedom remains more relevant than ever on a global scale.