“Ladies and gentlemen, this is Tardezinha!”, with the well-known phrase, singer-songwriter Thiaguinho announced in November that the Tardezinha project was back. Now, in an event for guests from Itaipava and the singer himself that took place this Wednesday (11), at the Rio Beach Club, in Barra da Tijuca, Itaipava, a beer from the Petrópolis Group, announced its official sponsorship of what is one of the biggest music events in Brazil. Based on this partnership with the artist, the brand launches ITA-Draft Tardezinha, a beer in a can that will be the official drink of all the project’s presentations in the 25 cities of the country. Starting in April, the singer and Itaipava will travel from north to south to promote music, fun and innovation with the new product to the public.
With the concept “It’s Chopp in the Can, Muleke!”, ITA-Draft arrives at Tardezinha with new attributes that emphasize the quality of Itaipava products, in addition to bringing the ITA, nomenclature that the brand adopted as a proprietary language to reinforce the signature “100% Beer”, which places the product at the center of its communication.
For the launch of the tour’s official chopp, WMcCann created and developed an exclusive and personalized 350ml can with Thiaguinho’s visual identity and Tardezinha’s signature. ITA-Draft is five times filtered and unpasteurized. This makes it a lighter beer, like that cold draft beer that matches the summer that every Brazilian loves. And soon, ITA-Draft Tardezinha will also be sold nationally to all consumers.
Danielle Bibas, Vice President of Marketing at Grupo Petrópolis, manufacturer of Itaipava, says:
“Thiaguinho delivers everything we were looking for: the fit with the brand, the charisma, the high spirits – nothing could be more the face of summer and ITA-Draft. We chose to sponsor the entire Tardezinha tour to reach an audience that will allow us to increase the portfolio strategy, filling a space that was not occupied by any of our other brands”, completes the executive.
For the first months of the year, the brand also promises exclusive partnership actions that will be announced soon. The strategy, creation, content production, media of the 360° campaign and the partnership between Tardezinha and Itaipava are signed by WMcCann.
Lelê Pereira, Creative Director at WMcCann, says:
“Itaipava has been reformulating its communication, bringing ITA’s proprietary language to its new positioning. For summer 2023, we had the challenge of finding a figure that represented this new moment for the brand, which is increasingly connecting with the musical territory. Then we built the opportunity together with Thiaguinho and Tardezinha.”
Want to know more about the news? Don’t forget to follow ADNEWS on social networks and stay on top of everything!
The post Itaipava is the new sponsor of Tardezinha appeared first on ADNEWS.
