Did you know that, in addition to Heineken, the international beer most loved by Brazilians, and FYS soft drink, whose marketing stood out in June, the Heineken Group owns other beverage brands? Even last week, the company promoted an event in the Center of São Paulo (SP) to launch another soft drink: Clash’d.
The Heineken Group promoted an immersive experience in a 1930s mansion, located downtown, to present the three flavors of the first brewed from the Brazilian market: Sicilian Lemon, Strawberry and Ginger; Golden Apple, Lemongrass and Mint; Red Fruits and Hibiscus.
All Clash’d sodas are produced with only natural ingredients, one of the reasons why it is called soda premium. In addition, the drink is manufactured in a process of brewing (fermentation) similar to that of beers, resulting in a more striking and sophisticated flavor.
The event, which received around 250 people, presented the drink in addition to the tasting. The entire sensory experience was developed based on the “Nem Try Explain” concept and featured scenographic and technological interventions, artistic performances, music and harmonized dishes to affirm the unique qualities of Clash’d.
At the entrance to the mansion, a white room with projections warmed up the mysterious atmosphere, which was revealed in stages: in the first act, a room in pink tones, in reference to the Red Fruit and Hibiscus flavor; in the second, greenish, the dip was in Apple Golden, Lemongrass and Mint; and in the third, the predominant color was the yellow of Sicilian Lemon, Strawberry and Ginger.
Each of the acts had an exclusive room, opened throughout the experience, with the remarkable presence of Johnny Luxo as DJ and performer, characterized according to each label. The snacks and aroma of the rooms also varied according to the flavors of Clash’d.
The celebration was also attended by Camila Coutinho, who produced special content for the brand on its social networks and on Garotas Estúpidas, its content portal; and Enzo Celulari, who enjoyed the curious atmosphere of Clash’d during the five hours of celebration, between 6 pm and 11 pm.
The project was developed and executed by the Athens agency, which is also in charge of the activations of the new product in the squares of Rio de Janeiro and São Paulo.
“We are very happy to develop and launch this global brand of the Heineken Group firsthand in Brazil. The soda market is dominated by artificial drinks, which often contain preservatives and other artificial additives, and Clash’d goes against the grain. We created the first soda brewed of the national market, also taking into account the new behavior of consumers, who seek to consume less industrialized products, without sacrificing quality and flavor”, says Bruno Piccirello, Marketing director of the non-alcoholic brands of the Heineken Group in Brazil.
And is there more?
Hey there is! Not everyone knows, but the Heineken Group also owns the alcoholic brands Sol, Amstel, Amstel Ultra, Kaiser, Bavaria, Eisenbahn, Baden Baden, Devassa, Schin, Glacial, Lagunitas, Blue Moon and Tiger. And in its portfolio of non-alcoholic beverages, there are Água Schin, Skinka, Itubaína soft drinks, Viva Schin, FYS and the recently launched Clash’d.
Headquartered in São Paulo, the company is a subsidiary of Heineken NV, Europe’s largest brewery.
Do you know?
The company was one of the highlights of #TopPubli with the best campaigns in June, chosen by Adnews. In double, we highlight the actions of the 150th anniversary of Heineken beer, which misspelled its own name to make it clear that it doesn’t care whether or not the public knows how to pronounce the name of the beer correctly; and the activation of the soda FYS, with “50% less sugar and less marketing”, which formed a queue at Shopping Ibirapuera, based on rumors, to promote the new flavors of the drink. Sensational, yes or of course?
In addition to these, we had other incredible campaigns that are worth checking out. Run there!
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