Betting on the trend of songs that become hits in the summer, Fusion, Ambev’s brand of energy drinks, kicks off its repositioning strategy to be recognized in a more accessible and democratic way. In partnership with MC Don Juan, the track “Modo Fusion” was released on December 2nd; and in less than a month, it has more than 100,000 plays on one of the main streaming platforms in the country.
Owner of hits like “Amar, Amei” and “Bipolar”, MC Don Juan has a natural talent for creating songs that stay in people’s minds. Fusion Mode would be no different. Packed by the beats of DJ Perera, the song grows in the chorus with a heavy beat and calls the whole troop to enjoy.
Funk was the universe chosen by the brand, because it transmits the occasion of consumption where the public usually shares the drink in a group. To enter the segment, the brand brought with it MC Don Juan – a name that has 9 million listeners on streaming platforms and has 10 million followers on Instagram.
Juliana Junqueira, Marketing Manager at Ambev/Fusion, says:
“Entering the brand in a segment where it is not yet considered is a great challenge. We needed a name that would give that seal and that would really contribute to an assertive strategy.”
The launch of “Modo Fusion” is part of a series of activations that the brand has been promoting for the campaign “Fusion: the energetic of the whole troop” – which includes not only the partnership with MC Don Juan – but also the participation of Afroreggae on multiple fronts.
According to Juliana Junqueira: “Fusion wants to be the source of energy for those who live real life, and in real life there is battle, rush and also enjoyment. Whatever the moment, Fusion provides the ideal energy that the target needs”.
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