The 2000s are the inspiration for the summer campaign of Itaipava beer, a brand of Grupo Petrópolis, which enters the rhythm of the funk of the time to invite consumers to welcome the season in a current, interactive and fun way. In the new campaign, which will air on October 23, it is possible to see that the communication is aligned with trends, bringing in its pieces behavior, codes, funk and fashion inspired by the 2000s, also known as the bug of the millennium.
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Naiara Brugneroto, Marketing coordinator for Itaipava at Grupo Petrópolis, says:
“Itaipava is our proprietary brand for the summer, we expanded communication and entered a new moment. After inviting consumers to be the center of our communication, we now take ‘ITA’ to the 2000s and will talk about quality and state of mind, in a popular language recognized by young audiences.”
Reinforcing the recently modified signature to “100% Beer”, the brand’s summer continues to use its proprietary communication with the initials ITA to establish the family attributes of its portfolio, in addition to continuing with musical pieces that rock the public. In a hit made especially for the occasion and inspired by the funk of the 2000s, the brand will tell how the story of Itaipava spread through the summers of Brazil. The reference comes from the funk dances of the time that, with their great sound walls, democratized the rhythm across the country.
Alessandra Pereira, Creative Director at WMcCann, explains:
“We realized that the public is going through a phase of rescuing the 2000s. The trend appears not only in the fashion aspect, but also in musical reference to the funk of the time, which has invaded social networks and spilled over into the real world. Today, we go out to the streets and see young people taking digital cameras to the club, for example. This is very characteristic and nothing more favorable for the Itaipava brand than communicating with all of Brazil represented by the democratization that this era brought to light.”
Signed by WMcCann, the 360º campaign will be divided into some communication phases. As a whole, the strategy includes a TV movie, OOH media with interactive actions, influencer marketing with names such as actress and singer Cleo, and Northeastern singers and musicians Tarcísio do Acordeon, Vitor Fernandes and Felipão, and digital developments. . The brand also promises new actions that will involve the arrival of 2023, Summer Day and Carnival.
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The post Itaipava launches summer campaign with revival of the 2000s appeared first on DNEWS.
