Activation, developed by Media.Monks, takes place next weekend
Inspired by the connection with nature, Hoegaarden decided to give life to a ‘beer garden’ in Ibirapuera Park, in São Paulo. The Gaarden Code, as it was called, will be a scannable garden whose objective is to generate a connection between brand and audience.
The brand explains that, in it, the public will have contact with a garden made with the ingredients that are part of the beer. “We transformed the beer recipe into a garden with an idea that unites brand, technology, experience and product”, highlights Kika Botto, creative director of Media.Monks, the agency responsible for the action.
Lia Dutra, manager of Hoegaarden in Brazil, says she wants the consumer to live an immersive experience in the flavors of beer. “The difference is that now this feeling goes beyond the bottle and everyone can see a little bit of this bottled garden come true and taste our original recipe in a different way”, she says.
The action takes place next Saturday (2) and Sunday (3).
