To celebrate the return of the June festivals in the national calendar of popular celebrations, Kuat chose Carlinhos Brown to portray the cultural richness of the São João festivals spread across Brazil. Based on a robust marketing campaign for the brand, the singer and songwriter from Bahia will dialogue, on his Instagram, with content creators from all over the country eager to show “their” regional dishes and what cannot be missed in each of the typical stalls. , always present in the most traditional parties in the country. The result is a conversation about traditions, affective memories, games, typical foods that are not lacking when we are at the São João tent.
“As a lover of Brazilian culture, I am very comfortable embarking on this trip from Kuat to the delicious particularities of the São João festivities. Brazil is a melting pot of flavors, rhythms, colors. This Kuat campaign brings that spirit and sheds light on the cultural wealth that accrues across the country,” says Brown.
In the film, the singer and presenter talks to five content creators from different regions, who tell the public what they can’t miss in their stall in São João. They are Lúcio Sincero (@luciosincero), to represent the festivities of the state of Goiás; Helô Palacio (@helopalacio), the countryside of São Paulo; Pamella Batista (@_pamellabatista), Minas Gerais; Wellington Lopees (@wellington.lopees), Pernambuco; finally, Leuriscleia (@leurisclea), for the state of Ceará. The content creators will show that, with all the differences characteristic of each region, they complement each other and highlight the cultural richness of the São João festivities throughout the country.
“In 2021, with the new brand positioning, we seek to exalt the plurality that exists within Brazil. During last year’s São João, we had already reinforced the presence of the Kuat brand in this very important period of Brazilian culture and this is now exalted as the arrival of the São João festivities. This time, our insight was born from the stalls, which are a common element at parties and allow Kuat to be connected to the occasion of consumption. Hence the name: ‘Meu País Barraquinha’ to represent the richness and plurality of cuisine and culture from every corner of Brazil”, says Pedro Abbondanza, Marketing Director of Coca-Cola Brazil.
The film with Brown, released this Tuesday, May 31st, was created in partnership with the Ghana agency, an advertising agency made up of a team 100% black and from all regions of the country, with the objective of printing the real Brazilianness in his works. In the “Meu País Barraquinha” campaign, Kuat bets on a 360 campaign that goes from the point of sale to digital. The action will also feature cross media activations, in order to reinforce the narrative in each place it will be aired, such as outdoor media in various capitals, radio spots and merchandising on TV Globo.
My country
Since 2021, through the Gostinho do Meu País movement, Kuat has gained a repositioning that celebrates the plurality of each region of Brazil, seeking to highlight the parties and good food of different regional cultures to connect with the Brazilian public. In addition to receiving a new packaging, with illustrations created by the artist Bel Andrade, the brand promoted webseries and actions in different regions of the country with specialists in regional cuisine and digital content creators. Dona Jacira, mother of former BBB Gil do Vigor, who is from Pernambuco, and Vó Maria, grandmother of rapper from Minas Gerais, Djonga, participated in the webseries Meu País, Comida de Vó. The rapper and his grandmother also starred in the campaign Meu País, Mineiridade. In addition, Orlandinho and Sua Turma, who were the stars for São João 2021.
“We seek to bring the maximum of regionality to the campaigns of Kuat, leaving the commercial and advertising axis to reach the truth of the people of Brazil. We believe in the real impact of a team that, within its diversities, delivers work that speaks to the public and the regions portrayed, regardless of who they are and where they are.”, comments Rose Sousa, Brand and Business Manager for Ghana, agency who has been part of the Kuat creative team since 2021.
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