Client
Brasa beer
Services
branding
marketing strategy
social media
media placement
Deliverable
LAUNCH AND BRAND MANAGEMENT OF A NEW PREMIUM BEER BRAND.
Challenge
Launch a new beer in an already saturated market, where the big brands enjoy significant popularity. Come up with the name, a unique proposition and make sure the brand comes across as pure and local from the first moment.
Strategy
Entering a highly saturated beer market was the biggest challenge. A unique strategy was needed to ensure Brasa’s visibility and appeal in a local market crowded with numerous beer options. Traditional marketing angles focused on taste or price were not enough, so we needed to create something special. A rebellious, distinctive personality that stands out. One that wouldn’t put the brand next to its competitors. But, one that would be immediately embraced by consumers. Un Brasa pa tur”, a embrace for all, became the central idea for the brand and the campaign.
Execution
At the heart of the campaign was the concept of “Un Brasa pa tur”. A slogan that could be easily adapted to different audiences and places, like “A Brasa for Punda”, “A Brasa for Bonaire” and even “A Brasa for the Queen”. This inclusive message underscored Brasa’s commitment to being beer for everyone, regardless of background.
The campaign gave Brasa visibility through murals, billboards, radio and online platforms. This extensive presence, combined with eye-catching designs, made Brasa a standout newcomer. The launch included not only online and offline media, but also retail merchandising, event design and apparel, which generated buzz and discussion, indicating that the campaign was a hit.
Results
The campaign was an instant hit. By avoiding beer clichés and using a location-based media approach, we quickly won the hearts of beer drinkers. “Un Brasa pa tur” embodied the brand. It ensured that Brasa was immediately embraced as a symbol of togetherness and brotherhood. The brand identity and lifestyle photography supported the brand’s inclusive and timeless story and immediately created a strong and memorable presence.
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