Amstel Ultra, the only single malt beer with only 72 calories, this week reinforced its sponsorship of Big Brother Brasil 22 with an activation carried out inside and outside the reality show. The brand brought the most recent product in the Group’s portfolio to the spotlight. HEINEKEN through an initiative coupled with the concept of the Amstel Ultra launch campaign. The objective is to encourage consumers to count moments, instead of calories, thus opposing one of its main attributes.
As part of the activation, the message was presented to the brothers and sisters of the most watched house in Brazil in an unusual way: the BBB 22 gym was closed by Amstel Ultra. Inviting them to experience moments of relaxation, a “playground” in the house’s garden with a circuit of fun activities for participants to do without worrying about counting calories. They could have fun practicing Futmesa, Beach Tennis, Trampoline and a Dance Class fun with the darling of the famous, the dancer from Paraíba Justin Netwho taught a special choreography.
“Amstel Ultra comes with the proposal to provide good moments for the public that likes a good single malt beer and doesn’t want to worry about counting calories. Taking our concept to the activities offered within the Big Brother Brasil 22 is a way of presenting the novelty to consumers and making our positioning tangible, which combines an active lifestyle with fun”, explains Anna Luisa Dafico, Amstel’s marketing manager at Brazil.
The space outside the house also featured a photographic set wrapped in Amstel Ultra’s colors and references. During the period of action, the participants also had a lot of fun with the instant photo machines, generating good laughs among all.
Gil do Vigor e Vittor Fernando
Amstel took home the message #ConteMomentos, and during this period, participants were not able to practice their traditional exercises at the gym. Outside the house, the brand brought different outdoor activities so that everyone could have fun, counting on good memories and forgetting to count the calories. To strengthen this message of Amstel Ultra, low-calorie single malt beer, the brand also had the partnership of two big names on social networks: Gil do Vigor e Vittor Fernando.
Gil do Vigor, fourth place in the last BBB 21 and one of the most beloved participants by the public, alongside Vittor Fernando, actor, influencer and known for his humor videos, joked on social networks by bringing comments about what they would do if they were in the home. The contents made a connection with the attributes of the Amstel Ultra beer, also generating interaction and engagement among the public.
“In this second moment of the brand within the BBB, we want everyone to experience fun stories so that they can count moments and not calories. With our partner influencers we were able to bring the core of our culture and our message, in order to connect our essence with the public”, concludes Ana Luisa Dafico, Amstel’s marketing manager in Brazil.
So that the Rio audience can experience the same experience as the participants of the reality show, an unusual action with the same activities will also take place at Rio Academia Amstel Ultra, located at Posto 10 at Praia de Ipanema, next Saturday, the 26th.
The usual schedule of crossfit, meditation, stretching, among others, will be replaced by special moments such as Futmesa, Beach Tennis, Elastic Bed and FitDance. The initiative encourages everyone to experience fun experiences and to make them count moments and not calories.
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