The event in the context of organizations: The “Casais” campaign, the public and the image of O Boticário

Abstract

This article discusses the potential of the concept of event for the studies of organizational communication, based on the analysis of the “ Casais ” (Couples) campaign of the O Boticário brand.  The analysis is based on the texts of a number of media and on comments by readers, seeking to understand how the description, narration and public acceptance of the event takes place and how it changes the image of O Boticário . We show the way how the event affected various publics, which update the image of O Boticário , which is related by some of them to disrespect for the family and promotion of “immorality”, and by others to “courage”, to the “breach of taboos” and to “social responsibility”.