The play, signed by WMcCann, stars Joo Pimenta and uses humor to highlight the attributes of beer
Itaipava invited Bahian comedian Joo Pimenta to show Brazilians the different ways to enjoy summer with the campaign “Ita-for me this summer. Ita-for you this Itaipava”.
The piece, written by WMcCann and released during the Fantastico break last Sunday (29), highlights the attributes of beer and makes comparisons between drinking an Itaipava in the summer with items that make Brazilians’ routine more joyful, such as a paid bill and a fan at speed 3 on hot days.
“For the new Itaipava campaign, we sought to show summer differently from what we usually see there. Now we highlight how people connect with different experiences in the hottest season of the year, always accompanied by a cold Itaipava. The entire narrative of the ‘Itaipava’ signature For me, this summer reinforces that summer is for everyone, whatever way it is”, explained Alessandra (Lele) Pereira, creative director at WMcCann.
Communication will include 360 communication, films for 30″ and 15″ open and closed TV, digital pieces, Out of Home (OOH) media and internal marketing actions. On social media, the development will take place with a squad of influencers who amplify the message.
In addition to the campaign, João Pimenta will also run “Ita-Reprter”, a new section on the brand’s Instagram profile that will feature episodes showing the different ways to enjoy summer in various corners of the country.
“Itaipava has a long-standing history with summer and a lot of it is related to the emotions that this period brings to Brazilians. This time, we want to show how our beer has the necessary attributes so that everyone can enjoy the season in a good way. different from what you always imagine. We will still have lots of new features for our consumers’ summer”, said Cristiane Chiarioni Rosa, Itaipava brand manager.
