For the third consecutive year, the brand will have different moments within the program with the aim of reinforcing its positioning
Amstel confirmed its presence for the third consecutive year as the official beer of Big Brother Brasil 2023, which is scheduled to debut on January 16th.
Sponsorship of Globo’s reality show continues to be an important communication front for the brand to build its positioning and reinforce its quality credentials through entertainment.
“Amstel seeks to build and participate in initiatives that allow connecting it to consumers with relevance, generating entertainment and unique experiences. In this edition, we hope to continue participating in memorable moments of the program and reinforce the magic of Dutch yeast, said Anna Luisa Dafico, manager Amstel’s marketing team in Brazil.
The first two years of the brand in reality are connected with the business objectives of the Heineken Group in Brazil, which, through the national distribution of Amstel, seeks to develop quality within the mainstream segment of beers in the country. With Brazil as its main market in the world today, Amstel has developed its market share in the domestic market and double-digit growth in sales volume.
A history of Amstel no BBB
In 2021, when the brand debuted on the show, Amstel featured three main moments within the reality, one being a pre-party activation, a party and a leader’s test, won by Gil do Vigor.
In the 2022 edition, the brand presented its messages, films, advertising pieces, tests, activations on online and offline platforms, interaction dynamics with consumers and content for fans of the reality show. In total, there were four different moments for the brand inside the house, including Prova do Anjo, activation of luxury and two Tastings of the Leader.
