In a sertanejo style and created by WMcCann, the action reinforces the brand’s tradition by being present in TV Globo’s 9 pm soap operas.
The remake of the soap opera Pantanal, from TV Glbo, came to an end last Friday (7th) and, to remember the moments of Itaipava 100% Malte in the plot, the brand released a song, in the country style, on its social networks .
Created by WMcCann, the action reinforces the brand’s tradition by being present in TV Globo’s 9 pm soap operas.
Present in special moments of the soap opera, such as the reunion of José Lencio (Marcos Palmeira) and his son Jove (Jesuta Barbosa), the wedding of Juma (Alanis Guillen) and Jove, Tibrio (Guito) and Muda (Bella Campos), in addition to participation even in the roda de viola dos pees, Itaipava established itself as a beer of soap opera with its 100% Malt version.
We were wondering how we could enter the conversation of the final chapters of the hit that ‘Pantanal’ in a special, fun and already nostalgic way. That’s where the idea of the mode was born, which brings what the telenovela best contemplated: Brazilian culture in the form of art and entertainment, said Naiara Brugneroto, Marketing coordinator for Itaipava at Grupo Petrpolis.
The brand’s participation as a protagonist in prime time on TV Globo has been happening in the last two years consecutively with content actions, breaks, and even the use of unpublished technologies such as digital product placement.
