As the brand is positioned in the field of ‘Brazilian passions’, it would be the most appropriate to carry the company’s message from now on.
Ambev is changing the brand that carries its banner in the street Carnival. From 2023, Brahma will be the beer present in the parades of blocks across Brazil. The motivation for inserting the brand in this space lies in the concept of ‘territories’.
As it is positioned in the field of ‘Brazilian passions’, which includes cultural references such as football, sertanejo and Carnival itself, it would be the most appropriate way to carry the company’s message from now on.
Furthermore, Brahma has an absurd brand power, in the words of a company executive. Recently, beer was once again the best-selling beer in the country and ranked second as the most valuable brand, according to the BrandZ Brasil 2021/22 study, produced by Kantar.
The festivities are also not a strange Brahma space, which for years has been responsible for spaces such as the Bar Brahma boxes, in Anhembi, in So Paulo, and Brahma No. 1, in Sapuca, in Rio de Janeiro.
The exchange process began without fanfare in Rio de Janeiro in 2020 when Brahma replaced Antarctica, which historically held the beer post of Rio’s street carnival. The pandemic, which led to cancellations of street carnivals in the last two years, postponed the transition, now scheduled for 2023. With that, Antarctica and Skol from the circuit will leave the circuit and must be positioned in other territories.
Brahma’s positioning at Carnival should be further boosted with the ‘Carnival platform’, a project that brings together the recently launched Together, Ambev’s business unit to connect brands with events, and Dream Factory, a partner entertainment agency.
From the agreement, they intend to develop a carnival circuit with six squares – So Paulo, Rio de Janeiro, Florianpolis, Belo Horizonte, Salvador and Olinda. As a reference, the company uses the model of the “sertanejo circuit”, presented by Brahma and which currently has 6 cities with pawn parties.
To implement the strategy, it needs to win the bids that are organized by the city halls of these cities.
In Rio de Janeiro, that won’t be a problem, at least not next year. The company and Dream Factory already own the rights for the street carnival, so after the cancellation of this year’s edition, the contract with the city of Rio de Janeiro was changed to take effect at the popular party in 2023.
When contacted, Ambev chose not to comment.