Even with so many possibilities in nature, a garden that you can drink seems like something unusual, doesn’t it? Not for Hoegaarden! Inspired by its own recipe and its connection to nature, the brand decided to bring a garden that you can drink to life. Between the 2nd and 3rd of April, the public will be able to see the Garden Codean opportunity to immerse yourself in the natural flavors of beer in the middle of Ibirapuera Park, the largest green haven in the city of São Paulo.
In addition to being a scannable garden, the Garden Code, developed by Media.Monks, will be a connection environment with Hoegaarden. In it, the public will have contact with a garden made with the ingredients that are part of the beer and, of course, they will be able to experience all the flavor that only Hoegaarden has. “We transformed the beer recipe into a garden with an idea that unites brand, technology, experience and product”, highlights Kika Botto, creative director at Media.Monks.
According to Lia Dutra, Hoegaarden Manager in Brazil:
“We wanted the consumer to live an immersive experience in the flavors of Hoegaarden. After all, Hoegaarden is aromatic, fruity and refreshing, it’s like there’s a real garden inside our 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”.
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