In a colorful homage to northeastern Brazilian culture, the Bem-te-vi brand of ASA Indústria e Comércio organized an initiative dubbed "A Lavagem Gigante" which literally washed the clothes of the iconic Giant Dolls of Olinda. These giant figures, essential to the Carnival of Olinda, are not just decorative items but central characters that represent the cultural identity and collective memory of the region, especially for those who have grown up amidst the vibrant Carnival celebrations.

The event was designed to showcase the cleaning power, fragrance, and effectiveness of Bem-te-vi's products while also celebrating and valuing local traditions. This creative approach highlights the importance of carnival traditions in Pernambuco and demonstrates a connection between product usage and cultural festivities. By washing the dolls' clothes, the action serves to reinforce the quality and efficacy of the company’s offerings while expressing deep respect for the cultural significance of the Giant Dolls.

The initiative garnered attention for both its scale and its meaningful symbolism, marking a unique intersection between consumer products and cultural preservation. "Washing the clothes of the Giant Dolls," a spokesperson noted, "is not just about showcasing our product quality but also about nurturing the tradition of the Pernambuco Carnival, ensuring these cultural icons are celebrated and maintained as a part of our heritage". This novel marketing approach aligns the brand's identity with regional customs, potentially fostering greater community engagement and pride.