In Brazil, people use the name 'loura' for beer, which is Portuguese for blonde.One of the icons of the launch campaign of the new Devassa Bem Loura beer was its soundtrack. The movie theme 'The Man with the Golden Arm' communicated the spirit of Devassa, which is the name of the beer, meaning sexy, irreverent and independent, in this context. Four versions were created of this musical theme, in different styles (Bossa Nova, Samba, Funk and Techno), each one directed at one part of the broad target group.