After Itaipava, with Thiaguinho, Brahma brought Zeca Pagodinho in the packaging
In celebration of Zeca Pagodinho’s birthday, Brahma launched a special edition that features the singer’s face on the can, holding the famous American glass of beer. The action is part of the brand’s strategy for Carnival – last week, Brahma officially sponsored street carnivals in Brazil.
But, leaving the carnival context, it wasn’t just Brahma that decided to stamp a photo of an MPB artist on the drink packaging. Less than a month ago, Itaipava put the Thiaguinho pagodeiro in the can of its canned draft beer, Ita-Draft Tardezinha, a brand bet.
In addition, at an event in Rio de Janeiro, the beer also announced that it will be a sponsor of the ‘Tardezinha’ tour, which returns to the roads after two years due to the Covid-19 pandemic.
The Ita-Draft Tardezinha can is signed by WMcCann, in addition to bearing the name of the tour. The partnership will last for one year, and will include 26 shows in 25 cities, starting and ending in Rio de Janeiro.
