The action was created by WMcCann and the ceremony will be celebrated by the singer and actress, Gretchen, on June 24
Itaipava is the sponsor of one of the main June festivities in the country, São João de Petrolina and, to celebrate the moment, the brand will promote the wedding of a couple with the presence of 90 thousand guests, which will be celebrated by the singer and actress, Gretchen.
The “Ita no Casrio” campaign was created by WMcCann and the wedding will take place on June 24th, on the event’s main stage. In addition, Itaipava will also be responsible for another series of activations at the party that takes place between the 16th and 25th of June.
“Itaipava is the beer that exalts cultural traditions and festivals and goes well with São João, a popular festival, made for everyone. And knowing that marriage and beer have everything to do with this celebration, since the gang itself tells the story of a wedding (fake wedding, of course), we had the idea of having a real wedding in the middle of the party”, explained Danielle Bibas, Vice President of Marketing at Grupo Petrpolis.
After the ceremony, the singer and the couple should go up to “Ita Nas Alturas”, a suspended bar in Itaipava and where they will throw the bouquet of hops and barley to the public. Finally, Gretchen will pull a gang for the bride and groom.
In addition to the suspended bar, the brand will also feature “Bares de Itaipava” spread around the event’s patio, personalized cups, instagrammable spaces, fair games and a bandstand to take 360 photos. On the “Arrai” stage, Itaipava will have a trio of forrozeiros to liven up the public of São João with country squares throughout the nine days of the festival.
“The Northeast is a very important region for the Petrpolis Group, especially for the Itaipava brand, and we are very happy to participate actively in one of the main and most anticipated parties in São João do Brasil. In addition to generating even more connection with the northeastern public. Attendees will be able to take advantage of each activation designed especially for them and still enjoy an extremely high quality beer”, added Danielle.
