Programming grid on the coverage of street blocks, sambdromos
and cabins includes open TV, streamings and digital platforms
This February, Brazil celebrates the return to normality of Carnival. As a result of the Covid-19 pandemic, the party was canceled in 2021 and held out of season last year – in April and practically only with samba school parades in some cities. The revelry taking place in its traditional period, with millions of revelers playing in the street blocks and the parades in the sambdromos being broadcast all over the planet, makes Carnival one of the biggest events for activating brands and marketing actions in the country. And, with that, the media opens up ample space for coverage in its programming.
Traditional brands that invest in the party are back. Brahma is the sponsor of Others, such as Tinder and O Boticrio, which make their debut at the Carnival Globeleza 2023 party, which includes the transmission of the parades of the samba schools in SP and RJ, and the program Gl na Rua, a new TV project Globe showing revelry in five capitals of the country: Salvador, Recife, Florianpolis, Rio de Janeiro and São Paulo. In addition to the free-to-air channel, the brand will be present on the Multishow, GNT and Globoplay streamings and on the g1 and gshow digital platforms.
Among some of the many programmed actions, the novelty is the presence of the relationship app Tinder, which, through the No match lost action, helps revelers connect even in the midst of celebrations, with a collection of accessories to match simply and quickly .
Marking its presence in the revelry of the streets, the perfume brand O Boticrio will be present in the main blocks of So Paulo with the action #AmorPeloCarnaval. Even before the start of the official celebrations, the brand was at the biggest pre-Carnival event in So Paulo, CarnaUOL, which took place on February 4th and brought together around 25,000 revelers at Allianz Parque.
And Dream Factory, the agency that has been organizing the production of the street Carnival in Rio de Janeiro for 10 years, captured, for the first time in the history of street Carnival, all four sponsorship quotas for the organization of the Rio de Janeiro party. For 2023, the total investment will be BRL 39 million, with five sponsorship quotas closed: Kwai, Águas do Rio, Elma Chips and Z Delivery, in addition to the master sponsor Ambev.
Brahma
Brahma beer once again sponsors Carnival 2023 with the brand’s presence at street carnivals in So Paulo, Rio de Janeiro, Salvador and Florianpolis, as an official beer, sponsored by Brahma N1 boxes, at Sapuca; Bar Brahma, in Anhembi; Brahma Salvador Cabin; and in the main blocks that make the party in Belo Horizonte and Galo da Madrugada, in Recife.
For the first time in our history of more than 130 years, we are going to participate in parties throughout Brazil, this is an important milestone, even more so in a Carnival that returns to its fullness after two years of interruption. Carnival is where we show our best side as Brazilians, where we unite behind blocks in the streets of the country, which we show in our campaign and actions with the consumer all our creativity and joy. And that, only a Brazilian can do, comments Maurcio Landi, marketing director at Brahma.
Carnival is the main Brazilian cultural moment. It unites us around our identity, the passions of our people and traditions. This year, Brahma embraces Carnival in Brazil in an unprecedented way, supporting street Carnival in several cities, blocks and artists, in addition to taking the most emblematic box to the main capitals. We want not only to provide the best experiences for the consumer and folio, but also to think about the ecosystem that surrounds one of the biggest events in the world, says Felipe Bratfisch, Ambev’s director of sponsorships and experience marketing.
Brahma, recently, right after the countdown and fireworks that celebrated the arrival of 2023, promoted a drone show, informing the phrase: It’s Carnival in 2023. The revelry will return to the streets. Here’s to Brahma.
Tinder
Tinder, a dating app, will be present for the first time at Carnival. With the actions Carnaval is better than Tinder and No match lost, the brand positions itself as one of the main allies of connections and wants to show that revelry is much better with the app. The initiatives involve a collection of accessories developed in partnership with the NGO Orientavida, with an online store, a physical store in Rio de Janeiro, a video manifesto and a partnership that will help revelers feel more relaxed when it comes to picking up their cell phones to change accounts with the match at block. The starting point of the initiative was in the last days of January, when the brand made its first teaser by installing two gables in the heart of Rio de Janeiro. While the first had the words Carnaval better than Tinder, the second had the counterpoint: Carnaval better with Tinder.
In the video concept for the campaign, created by AKQA, Tinder ties these ends together and presents the world of lost things to the public. This universe is full of items normally lost during the routine – such as keys, documents, glasses and even costumes. Along with the items, there are also the loves lost in the crowd, which would normally become just another story to tell. To make Carnival even better, we brought all the irreverence and joy of the party to the brand’s communication. When creating the experiences, we thought of helping to solve two recurring problems on the date: not getting someone’s contact or losing the cell phone in the list – so that, this Carnival, no match is lost, says Arlindo Christiam, creative at AKQA.
Read the full story in this week’s edition (February 13)
