We gave the usual favourites a new problem.
Results
We took Brasa from newcomer to local fixture.
We gave Brasa beer an identity with some nerve, then put it on walls, roadsides, airwaves and shopfronts across Curaçao. Beach club adoption reached 100%, new markets followed, and the campaign kept working for more than three years.
Island-wide
Murals, billboards and radio presence
0%
Beach club adoption across the island
3+ years
Campaign still resonating after launch
New markets
Expansion to Bonaire and the Netherlands
Challenge
We had a beer aisle to interrupt.
Get between drinkers and their usual
Curaçao already had its favourite beers. We needed an identity strong enough to interrupt the usual order and make Brasa worth a second look.
Put our stamp on familiar territory
The beach, sunshine and colour are part of the island’s identity, and the competition had access to the same scenery. Our job was to give those shared references a distinctly Brasa attitude.
Get the whole island in on it
Locals, tourists, neighbourhood “snèks” and beach clubs all belonged in the picture. The brand needed a message that could move between those crowds without watering down its personality.
Process
Make the familiar behave differently.
Give the visuals some nerve
We remixed Curaçao imagery through illustration, overlays, flipped letters and unexpected colour combinations. Familiar island references came out younger, lighter and louder, with the playful energy of pop art and street graphics.
Give everyone a line to claim
“Un Brasa pa tur” (“A Brasa for Everyone”) gave us a line we could take anywhere. Versions for Punda, Bonaire and the Queen brought different audiences into the same bold brand world.
Make the island our canvas
We carried Brasa through murals, billboards, radio, retailer signage, events and apparel. Every placement had the same unmistakable personality, giving the brand a presence that could hold its own across the island.
Solution
The attitude came with staying power.
Give the campaign a voice to match
We built the commercial around a custom song mixing musical styles and languages, including Papiamentu. Local landmarks and faces made Brasa sound and look at home, with plenty of personality to spare.
Let the stockists carry the swagger
Brasa landed exclusive placements at beach clubs and spread through neighbourhood sneks and supermarkets. Our colourful signage made sure the brand’s personality travelled with it.
Give the attitude a human face
We captured people enjoying Brasa in everyday moments, giving its big personality a human face. The photography kept the brand relatable and its visual story relevant years after launch.
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