Presentation on theme: "Brazilian Beer to a Brazilian Market"— Presentation transcript:
1Brazilian Beer to a Brazilian Market BRAHMABrazilian Beer to a Brazilian Market
2“Cerveja Não Viaja” – Beer Doesn’t Travel The beer market is a local oneBrahma, Antarctica, Skol and KaiserKaiser partially owned by Coca-ColaBrahma produces Miller Draft in Brazil. Joint Venture is the only way some foreign companies may enter Brazil.
3REFRESHING BRAZILIAN THOUGHTS SINCE 1888 1888 – Brahma is created by the Swiss Joseph Villiger.1934 – Brahma starts being bottled and becomes “Brahma Chopp”1978 – Brahma Chopp changes it’s bottle. It becomes an amber collor.
41980 – “Brahma Beer” is ready for exports 1982 – Brahma Launches the first light beer in Brazil.1983 – Brahma Beer is launched in Washington and Philadelphia1986 – Brahma Beer Brazilian Pilsener is launched successfully in Tokyo1991 – Brahma’s slogan changes from “Produto de Qualidade” (A Quality Product) to “A Número 1” (The Number One)1992 – Brahma Chopp is launched in Argentina1996 – Brahma introduces Miller Genuine Draft1999 – Brahma creates a beer bottle that looks like a champagne bottle for New Years Eve celebration2000 – Thermosensitive cans indicates when the beer is at the “perfect” temperature
5Characteristics of Brahma Ads Humor AdsIt appeals to both men and women, despite other beer ads that focus mainly on men.Sounds incorporate the pop culture2002 – Highly emphasized on animations“Tssssssss”“Na na na na!”“Weeeeee!”
6F/NAZCA – Saatchi & Saatchi Like most ad agencies in Brazil it is a Joint Venture.“Agency of the Year” – Brazilian Advertising AssociationF/Nazca was the most awarded Brazilian Agency in the British Design and Art Directors (D&AD) FestivalWorldwide, F/Nazca is the sixth most awarded agency on Clio It won 8 awards.
7Before the Turtle….The Devious Crabs Crabs stealing beer and mooning the owner…believe it or not it was a big success and the beginning of a big success with the animal campaigns that would originate the Turtle ads.
8Tartaruga (Turtle) Brahma Chopp The “Tartaruga” series was one of the big TV successes in It was elected by 44.47% of Brazilians as the best ad campaign in It was exported to Germany, Australia, USA, England, Spain and Canada to be used on programs on Advertising
9The Turtle Goes to Japan World Cup 2002With the turtle being such a good recall, it became the Brahma symbol and one of the unofficial mascots of the Brazilian Soccer Team. Brahma airs a 60 seconds commercial right after the game Brazil vs. Germany is over. The movie congratulated Brazil for the fifth World Championship
10Print Ads Created by F/Nazca – Saatchi & Saatchi
13What’s Going on Now???“Give me a Brahma to refresh. It is my beer and it will always be my beer” is the theme of the ad ‘Balloon Project’ ad recently aired in Brazil. It shows all circumstances Brahma is a good idea to refresh.Unfortunately since the end of the World Cup 2002, the turtle and the crabs were not seeing any longer.