BRAHMA Brazilian Beer to a Brazilian Market
“Cerveja Não Viaja” – Beer Doesn’t Travel • The beer market is a local one • Brahma, Antarctica, Skol and Kaiser • Kaiser partially owned by Coca-Cola • Brahma produces Miller Draft in Brazil. Joint Venture is the only way some foreign companies may enter Brazil.
REFRESHING BRAZILIAN THOUGHTS SINCE 1888 1888 – Brahma is created by the Swiss Joseph Villiger. 1934 – Brahma starts being bottled and becomes “Brahma Chopp” 1978 – Brahma Chopp changes it’s bottle. It becomes an amber collor.
1980 – “Brahma Beer” is ready for exports 1982 – Brahma Launches the first light beer in Brazil. 1983 – Brahma Beer is launched in Washington and Philadelphia 1986 – Brahma Beer Brazilian Pilsener is launched successfully in Tokyo 1991 – Brahma’s slogan changes from “Produto de Qualidade” (A Quality Product) to “A Número 1” (The Number One) 1992 – Brahma Chopp is launched in Argentina 1996 – Brahma introduces Miller Genuine Draft 1999 – Brahma creates a beer bottle that looks like a champagne bottle for New Years Eve celebration 2000 – Thermosensitive cans indicates when the beer is at the “perfect” temperature
Characteristics of Brahma Ads • Humor Ads • It appeals to both men and women, despite other beer ads that focus mainly on men. • Sounds incorporate the pop culture • 2002 – Highly emphasized on animations “Tssssssss” “Na na na na!” “Weeeeee!”
F/NAZCA – Saatchi & Saatchi • Like most ad agencies in Brazil it is a Joint Venture. • “Agency of the Year” – Brazilian Advertising Association • F/Nazca was the most awarded Brazilian Agency in the British Design and Art Directors (D&AD) Festival • Worldwide, F/Nazca is the sixth most awarded agency on Clio 2003. It won 8 awards.
Before the Turtle….The Devious Crabs Crabs stealing beer and mooning the owner…believe it or not it was a big success and the beginning of a big success with the animal campaigns that would originate the Turtle ads.
Tartaruga (Turtle) Brahma Chopp The “Tartaruga” series was one of the big TV successes in 2002. It was elected by 44.47% of Brazilians as the best ad campaign in 2002. It was exported to Germany, Australia, USA, England, Spain and Canada to be used on programs on Advertising
The Turtle Goes to Japan World Cup 2002 With the turtle being such a good recall, it became the Brahma symbol and one of the unofficial mascots of the Brazilian Soccer Team. Brahma airs a 60 seconds commercial right after the game Brazil vs. Germany is over. The movie congratulated Brazil for the fifth World Championship
What’s Going on Now??? • “Give me a Brahma to refresh. It is my beer and it will always be my beer” is the theme of the ad ‘Balloon Project’ ad recently aired in Brazil. It shows all circumstances Brahma is a good idea to refresh. • Unfortunately since the end of the World Cup 2002, the turtle and the crabs were not seeing any longer.