Signed by WMcCann and developed in partnership with Globo, Ita-Draft’s participation in the telenovela is part of the brand’s action plan for the year 2023
Itaipava promoted an action during the telenovela “Travessia”, on Rede Globo, to promote its canned draft beer called Ita-Draft. The initiative is part of the brand’s action plan for the year 2023.
In last Wednesday’s episode (8), the brand took singer Thiaguinho to the plot with a show that featured the drink launched to promote the artist’s tour with the show “Tardezinha”. The scene takes place at the bar Encanto da Vila and showed the artist performing the new song “Delirante”, while employees of the establishment served the beer cans.
With this initiative, we reinforce this territory as a soap opera beer, two truly Brazilian passions, which are part of our culture. In addition, we sponsor the Tardezinha tour, which will have our chopp in a can as the official beer, and we will also raffle tickets for the event to fans. The tour translates our values to the public, offering joy, relaxation and lots of music to Thiaguinho and Itaipava lovers, said Danielle Bibas, Vice President of Marketing at Grupo Petrpolis.
Signed by WMcCann and developed in partnership with Globo, the participation of Ita-Draft and Thiaguinho in Travessia also had consequences for the brand’s social life, along with a team of influencers who participated in the conversations.
“Itaipava has a continuous presence in TV Globo’s teledramaturgy and we took advantage of this very important space to communicate the attributes and amplify the connection with Brazilians through new creative formats. On this occasion, we brought a real action from the brand, which is the great partnership with Thiaguinho and the Ita-Draft product, for the plot”, explained Alessandra (Lel) Pereira, Creative Director at WMcCann.
