We noticed that the fans are often mirrored by the players, inspired by them and the football culture. And The Foamy Haircut managed not only to hit that target, but to create a relationship.

It is now forbidden by law for beer brands to sponsor the teams' jerseys. So, we went where the players love to show off: in their hair. Showing Brahma’s main attribute in communication: the creaminess, the foam, and its iconic golden color.

We have found a gap in soccer culture: the haircut players change every day. It is a worldwide behavior that fans just love. So, we created the Foamy Haircut: a haircut that resembles a glass full of Brahma. The idea has always been to make Foamy Haircut a popular campaign.

We invited one of the biggest influencers, the barber Ariel, to create a cut that would refer to the creaminess of Brahma. We launched this tutorial on social media for anyone to do and activated players, influencers to participate in this movement.

Players entered the pitch with Foamy Haircut, unbranded, and soon became trending topics. The next day, we activated influencers to invite people to participate in this movement.

The Foamy Haircut was the highest rated campaign in the Brahma beer history. It broke social media mentions records, was the headline-grabber for three days in a row, with more than 415 million impacts, and even got more than 37.6 million in spontaneous media.