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.

SFX: JazzMVO: She’s here.Very punctual.Very cold.Very tasty.Very blonde.Devassa. The very Devassa beer.ANN: Drink moderately.

SFX: JazzMVO: Ela chegou.Bem na hora.Bem gelada.Bem gostosa.Bem loura.Devassa. A cerveja bem Devassa.ANN: Aprecie com moderação.