Ambev’s ready-to-drink brand uses the singer’s rehearsals to expose its positioning
Politically correct discourse is present in the Carnival of the Beats brand, formerly Skol Beats, which gained prominence at parties, raves and festivals. This year, Ambev’s ready-to-drink brand invested in the pre-festival atmosphere by carrying out activities at singer Anitta’s dances, which act as a “preparation” for Carnival. These rehearsals began on January 20th and end this Sunday (4th) in Curitiba. In all 11 shows, the venues were decorated with Beats merchandising. Not with Beats Tropical, your drink for meat 2024. But with ice water to hydrate the revelers.
“”The most lively time in the country has arrived and Beats was missing the rehearsals that promote fun until February. This year, our brand innovated once again. If in 2023 we had Caipi Beats, now it’s Beats Tropical’s turn, the ready-made, practical and tasty drink that is a mix with the face of Brazil and that has everything to do with Anitta”, explains Thais Soares, director of Beats, reinforcing that “Providing free water at rehearsals helps the party to have even more quality.” Thais gave the following interview to propmark:
What actions for this year’s Carnival?
Once again, we are present at Carnival to provide the best experiences throughout the party, whether on the avenue, in the boxes, in the street blocks, at home and even after the celebration. That’s why we selected five of our brands – Brahma, Beats, Guaran Antarctica, Z Delivery and Ambev itself – to lead the actions and help make Carnival happen the way each person wants. When we talk specifically about Beats, we bring to this Carnival everything that consumers expect: great news, surprising activations, lots of parties, all without neglecting moderation. And if everyone always waits for the Carnival hit, people are also always waiting for the new Beats to steal the show at the party. That’s why, this year, we’re bringing a new flavor: Beats Tropical, a mix of gin and tropical fruit flavor, which is already confirmed in all of the country’s festivals, at the main parties and blocks, especially in Salvador, São Paulo and Rio de Janeiro.
Furthermore, we can highlight other actions:
We present the 11 Anitta Rehearsals, impacting more than 120 thousand people in the pre-Carnival period, with the provision of drinking fountains to contribute to alcohol moderation in all these events.
We continue our partnership with Pedro Sampaio, which began precisely during Carnival last year, in 2 great moments: ‘Torre Beats Tropical’ in Salvador and Trio in So Paulo. In addition, of course, to the sponsorship in the Belo Horizonte trio.
Now in Salvador, we will reinforce our Carnival mix with Torre Beats Tropical 2.0. Located on Circuito Dod (better known as Barra/Ondina), the Tower is a stage open to the public where many free shows take place, such as Pedro Sampaio. Furthermore, Beats will promote a 3D LED projection in the Oceania building. Anitta will be present with her electric trio there too.
In Rio de Janeiro, we sponsored some blocks and will promote surprise actions. Cariocas and people from Minas Gerais will be able to count on the 473ml Can of Beats Senses, a launch for people who prefer to have fun in great company and who want to share the ready-made, tasty and practical drink with friends.
What guides this year’s projects?
Carnival is the most anticipated moment in the Brazilian people’s calendar. So, the public can always count on Beats’ innovation for moments at the biggest popular party in Brazil, whether before, during or after. And this year, it will be no different: we will deliver a plural Carnival, with many flavors and of course, a lot of moderation. With the launch of Beats Tropical and the special edition of Beats Sense in a 473ml can, we will be present at the biggest and best parties in the country. Furthermore, we entered the scene reinforcing Ambev’s positioning which, for more than 20 years, has made consumers aware of responsibility when consuming alcoholic beverages – everything for the party to enjoy with lots of energy and disposition, until the finish line. Proof of this is that during all of “Anitta’s Rehearsals”, Beats is bringing water fountains so people don’t forget to take a quick break for hydration.
What is the magic of Carnival for brands?
Ambev has a strong connection with Carnival and our brands have always been part of the festivities in every corner of Brazil. Every Brazilian has an Ambev to call their own, whether to have fun drinking a beer, a ready-made, practical and tasty drink made with vodka, or wherever the person is celebrating Carnival. The magic lies in this: being able to offer Carnival to everyone the way they prefer, always contributing to the development of a great ecosystem. Let’s go to the Carnival of samba schools and Avenida with Brahma, the most traditional brand of the festivities, born and raised in Sapuca, supporting samba schools and blocks spread across Brazil. Let’s go from the “fervo” of the block with Beats, representing our portfolio beyond beer and connecting with younger generations and artists who go beyond samba. Let’s go from consumption at home, to those who are going to meet friends for a barbecue or have a party, with Z Delivery launching promotions every day of Carnival. Let’s have a refreshment between blocks or in the afternoon with Guaran Antarctica, bringing the very Brazilian combo of pizza + Guaran and presenting the recently launched Guaran Zero. We will support the ecosystem of collectors and street vendors, partners who make Carnival happen, investing in training, kits, sales materials, coolers and reverse logistics actions to clean the streets. And all of this guarantees the supply of points of sale, bars and restaurants with BEES, our B2B platform for the sale and delivery of Ambev products and on Ambev. Without leaving aside moderate consumption, because Carnival is only complete if everyone manages to enjoy it to the end and responsibly.
How does Carnival phygital?
We charted a strategic path to continue winning over the brand’s fans by creating innovative products. We are always attentive to our consumers’ requests and market trends, and of course, Carnival would be no different. Beats has structured a path of communication on social networks that are applied in the physical world as well. We take to our networks everything that happens on the street. The brand’s fans were able to follow Anitta’s rehearsals and everything that happened at Carnatal through social media. And for the next few moments, it will be no different. Beats carries the Carnival mix with a lot of innovation in its DNA, we will deliver a much more complete experience using digital platforms as an inclusion aid for everyone.
And how can a brand explore the regional aspects of this festival that has several accents?
Our brands conquer people’s taste buds, always respecting regionalities. about being wherever the consumer is, however they want. Therefore, thinking about highlighting the best of each place, we followed a path of revelry in the main points of Brazil with the best of the biggest popular festival. We are establishing a presence in the blocks of Salvador. Furthermore, Beats Tropical will “invade” the avenue and activate blocks in Rio de Janeiro with a surprise show and actions for the public to enjoy in moderation. Now on the streets of So Paulo, we will guarantee actions with well-known blocks and assets leading the trio to close the carnival in style. We always seek to respect the traditions of each location. Torre Beats Tropical is an example of this, as it carries out a brand activation in Farol da Barra, the most iconic location of Salvador’s Carnival.
