The campaign, created by Soko, aims to “hack” moments, objects and customs of the hottest season of the year.
Hoegaarden launched a campaign to invite its consumers to enjoy spring and not just wait for summer.
The campaign, created by Soko, aims to “hack” moments, objects and customs of the hottest season of the year, subverting logic and inviting the public to enjoy the flowery season. For this, the brand promoted a calendar of experiences during the month of October for the public to enjoy.
As an incentive to take advantage of the circuit, the brand will distribute cangas stamped with things that are related to summer, but that have been re-signified for the spring moment. To bring Hoegaarden’s spring to life, in partnership with the Black Madre team of illustrators, characters were developed in the form of flowery illustrations, stamping Cangaarden, to live life outside to the fullest.
“We found that Brazilians associate the desire to live new experiences abroad directly with summer, when in fact, they are activities carried out just before spring. Therefore, in this campaign, Hoegaarden and Soko seek to reappropriate these so-called rituals of the summer and bring them into the spring context, highlighting the season’s potential for new discoveries and experiences by inviting the public to experience spring now”, said Elisa Gerber, Creative Data Leader at Soko.
The brand also has a squad of influential influencers in its segment, namely: Bruna Andrade, Bruno Gomes, Caque Nogueira, Cris Guerra, Cris Paladino, Dupla Gourmet, Fe Esteves Lima, Gui Poulain, Jeniffer Dias, Kamilla Albino, Karla Lopes, Marina Mnaco, What to do in Sampa, Rio4Food and SP Afora.
During the brand’s proprietary event, The Gaarden, which takes place on October 29, at Parque Ibirapuera, Hoegaarden will close the action’s event agenda.
“Spring is our favorite season because we understand that it has everything to do with Hoegaarden. It was with this in mind that we came up with this campaign that invites everyone to leave their homes and enjoy the best of the cities”, added Louis Millard, Marketing Manager at Hoegaarden Brazil.
The action lasts until the end of October, among this series of activations and items that characterize the new year of nature.
