Soko’s creative strategy, now Droga5, includes a new version of the song “Vou Viver Pra Ver”
Ballantine’s launched an initiative during the fourth stage of the Sertanejo Circuit, at Parque do Peão in Barretos, which seeks to celebrate unusual “matches” between musical genres, starting with a combination of sertanejo and funk. The brand’s presence on the circuit is part of the construction of the #StayTrue positioning and the tagline “A Toast to Those Who Dare to be Authentic”, which seeks to encourage messages around authenticity.
With a creative strategy from Soko, now Droga5 São Paulo, the brand partnered with MC PH, a leading figure in São Paulo funk, and DJ Chris no Beat, known for his mixes with country artists. The song chosen was “Vou Viver Pra Ver”, originally released in 2020 by MC PH. In the new version, Chris no Beat and MC PH brought sound inspirations from funknejo and agronomist.
“When we look at the local music scene, we notice a trend of merging musical genres. A great example of this is MTG (montagem), which has transformed songs such as MPB or sertanejo into funk, and the results in numbers are impressive, just look at the Brazilian music charts and the viral hits on social media,” explains Andy Dutra, Soko’s creative director. “This tension was our starting point for designing a consistent strategic brand thinking, looking at the Brazilian context, which has a very unique way of expressing itself through music,” she adds.
“Ballantine’s sponsorship of several festivals has brought us to this fertile scenario of partnerships, designed to connect the brand with different audiences and communities in a genuine way, strengthening Ballantine’s ‘Stay True’ positioning, which is about staying authentic and true to yourself and following your own path”, says Mariana Piovesani, Brown Spirits manager at Pernod Ricard Brazil.
