Our behaviour within media had to feel like it had come straight from Brazil; gritty, urban and unpolished. Employing the services of Brasilian street artist Speto we hijacked outdoor formats to take his art to a local level. Breaking the mold we brought together Brasilian and UK musicians to create a bank of unique content. Entitled TrocaBrahma this became the ideal platform to promote Brahma at our own music events and on TV .

The UK results combined to make the launch of Brahma InBev’s most successful NPD launch since 1994. We more than doubled our volume target and achieved a year 1 awareness score of 39%, an impressive 12% above expectation. As such, InBev regard this work as a global best practice.