Meu Pas So Joo campaign amplifies external media, sponsorships, points of sale and digital campaigns for the brand
Kuat focuses on affective memory in its new campaign De Volta ao Gustinho do Meu Pas So Joo, with advertising pieces that amplify external and digital media, communication at points of sale, action with influencers and brand experiences connected with gastronomy for consumers.
Carried out by the agencies Ghana and Open-X, the campaign aims to highlight the peculiarities of each region of Brazil in the celebration of the Feast of São João, with typical foods, clothing, dances, games, among other regional aspects.
Every detail of the campaign was designed to express the richness of Brazilian diversity in the June festivities. Each region has its own typical food, games and traditional dance. And this uniqueness inspired the name of the Back to the Taste of My Country So Joo campaign, as Kuat is a brand that prides itself on listening to and reverberating various aspects of Brazilian culture, says Ted Ketterer, Marketing Director for Coca-Cola Brazil.
To further stimulate the affective memory of those who are already returning home during the festivity, Kuat has entered into a partnership with the airlines Azul and LATAM on plane trips to the State of Pernambuco and passengers will be presented with a commemorative can of Guaran Kuat during the campaign.
In addition, for this edition, Kuat once again creates a commemorative can with the artist Bel Andrade, with a visual identity and exclusive design, representing the brand’s identity of connecting with the most diverse singularities of So Joo throughout Brazil. Bel Andrade is a designer and illustrator, graduated from the Federal University of Pernambuco and specialized in Middlesex University and Central Saint Martins.
The new campaign comes with a major brand action: the sponsorship, for the first time, of São João de Caruaru. The 2023 edition will have 65 days of celebration, with many shows and activities for the public that comes from all over the country. Kuat will be present with several fully customized spaces decorated with the motto of the campaign.
