“ITA-Gelada boss?” ITA-everybody talking like that and that’s how Itaipava continues its 2023 summer campaign with the concept “Língua da ITA”. The second film, entitled “ITA-na boca do povo”, premiered this Wednesday (4th), during the break of the telenovela Travessia, broadcast by TV Globo. Divided into different pieces that will mark the brand’s summer season, from January to March, including Carnival, the material reinforces the “100% Beer” signature, which places the product at the center of its communication, to stimulate consumer desire.
Naiara Brugneroto, Marketing coordinator for the Itaipava brand at Grupo Petrópolis, says:
“We increasingly understand the importance of a direct association between consumers and our beer, of a real connection between our brand and Brazilian consumption occasions. The film ‘Língua do ITA’ arrives to complete this communication with a focus on the attributes of our products, in addition to the creation of a proprietary language for our brand. This is a very important moment for Itaipava, which recently reformulated its signature and has been expanding its way of communicating.”
Created by WMcCann, the pieces for this phase of the 2023 summer campaign feature a visual identity that reinforces the bar space and Brazilian popular culture to communicate the attributes of the beer portfolio in a light and relaxed way. With words such as “ITA-Leve”, “ITA-Marcante”, “ITA-Perfeita”, the campaign also emphasizes the flavor, quality and freshness of the Itaipava family.
Alessandra (Lelê) Pereira, Creative Director at WMcCann, explains:
“Our main objective was to evolve the ITA concept, adopted by the brand recently, to bring the public closer to Itaipava. With the initials of the name itself, therefore, we created a proprietary language that builds the brand and stimulates the desire for beer consumption, including all the humor that the summer campaign requires.”
The communication strategy will feature different 30” and 15” films for open TV nationwide, in addition to developments for digital. On social networks, the brand will explore different formats to communicate the new language to the public, in addition to bringing different editorials and content actions that explore the “ITA”.
Check out the campaign:
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