Created by WMcCann, Ita-Draft drink can brings the singer’s face with the name of the tour ‘Tardezinha’
After the pandemic, Thiaguinho’s Tardezinha tour returns to the road in April, and Itaipava, taking advantage of this return, embarked together and launched its own line of canned draft beer, which will feature the singer’s face.
Called Ita-Draft Tardezinha, the drink will be sold in 350 ml format. The can, which is signed by WMcCann, also bears the name of the tour. The partnership will last for one year, and will include 26 shows in 25 cities, starting and ending in Rio de Janeiro.
We chose to sponsor the entire Tardezinha tour to reach an audience that will allow us to increase the portfolio strategy, filling a space that was not occupied by any of our other brands, said Danielle Bibas, VP of marketing at Grupo Petrpolis.
Lel Pereira, WMcCann’s creative director, said that Itaipava has been reformulating its communication, bringing Ita’s proprietary language to its new positioning. “Both Thiaguinho and the project are similar to Itaipava, which is a cheerful beer. So, we thought it was the perfect moment to be our spokesperson and, in a second moment, we launched the beer in the can, and which married the Tardezinha tour”, said Lel Pereira, creative director of WMcCann.
Itaipava started using its initials in campaigns in July 2022, with the piece “ITA-refreshing, ITA-marcante, ITAIPAVA”, signed by WMcCann.