Cannes Lions

BRAHMA BEER

THE MARKETING STORE, Birmingham / AB INBEV / 2006

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Overview

Entries

Credits

Overview

Execution

Our early thoughts were about a desire to communicate the ‘real Brazil’, steering away from clichés/stereotypes. We needed to be authentic, original and stylish, making even the ordinary look extraordinary! Our inspiration was drawn from authentic elements of Brazilian culture - bringing to life their energy, dynamism and laid back attitude.Through contemporary Brazilian art, we discovered Stephan Doitschinoff – a respected graffiti street artist, and commissioned a piece of work to showcase on unique communication materials. Our idea springboard became - Brahma allows you to release your own inner creativity.

Outcome

- InBev states “The best NPD launch since 1994!”- Quote from Chris Stagg, Marketing Manager responding to creative presented - “It’s weird and strange, I’m speechless… I love it!” - From launch, Brahma is now the 5th biggest take-home bottled world lager- 4th biggest premium bottle - impulse sector- Stocked in 3,000 bars and growing- Two-thirds of ASDA consumers saw it, tried it and loved it!

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