The sky gained new colors and designs with the arrival of December, in Rio de Janeiro, more specifically in the last week. On the 4th of December, it was not clouds or instabilities that took over the Favela of Vigário Geral, but the Troop kitesan action created by the energetic Fusion, at Ambev, with the support of AfroReggae.
With the initiative, conceived by the agency Beta Collective, the brand invited more than a thousand residents of the region to a kite festival, giving light to this very common practice in peripheral regions throughout Brazil. And it even found a new and unexplored media space to tell about its new positioning and present its entire product portfolio.
From this insight, Fusion created five model kites, all distributed free of charge at AfroReggae headquarters. Residents of the region were able to register and choose one of the options, with different designs and QR codes. Each of these codes brought an exclusive discount for the purchase of branded products through Zé Delivery, with prices literally dropping from the sky. If that wasn’t enough, people could even try some flavors.
Troop kites it is an action that complements a series of activations that portray the brand’s new moment, which has positioned itself as an accessible and democratic energy drink.
Juliana Junqueira, Marketing Manager at Fusion, says:
“We co-created this special moment with the AfroReggae team to encourage joy, with lots of energy, for the community. Fusion is the energetic of the Toda Troop! And it is this energy that we want to spread: people together in the rush of everyday life and also in the time of fun.”
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