Created by WMcCann, the campaign features a film, a web series starring Paulo Vieira and a sketch on “Embrulha Pra Viagem”
Itaipava is launching a campaign that aims to encourage consumers to order beer in the bars and restaurants they frequent.
The piece entitled “Da Pedida”, signed by WMcCann, has the motto “Ita-time to ask for yours too!”.
“Our goal is to further strengthen ties with our consumers, showing that Itaipava is the ideal beer for moments of relaxation and celebration, whether at home or at the bar. With this campaign, we want everyone to feel confident in choosing Itaipava and share this experience with friends and family, taking the flavor they love everywhere they go,” said Cristiane Rosa, Itaipava marketing manager at Grupo Petrópolis.
In addition to the 30” film, the communication also features a web series starring Paulo Vieira, who takes on the role of the new “Quality Promoter of Itaipava”.
In the videos, the comedian will use his social media to demystify taboos related to beer and address topics such as the product’s popularity in Brazilian homes and its ingredients.
“Our challenge for this campaign was to continue the consistent communication that the brand has been doing, highlighting especially the attributes of Itaipava, but inviting people not only to consume Itaipava at home, but also to feel proud to order the brand in bars and restaurants,” added Alessandra (Lele) Pereira, creative director at WMcCann.
The communication has a 360º media strategy that, in addition to the web series, includes a sketch on the program “Embrulha Pra Viagem”.
