The great success of the 1990s is back: TV Globo is preparing to air, as of March 28, the new version of the soap opera ‘Pantanal’, which promises to thrill the homesick and win over fans of the new generation. In keeping with the tradition of being present in the broadcaster’s 9 pm telenovelas, Itaipava is back onremakenow starring its 100% Malt version.
During the new plot written by Bruno Luperi, grandson of Benedito Ruy Barbosa, who was the author of the classic version, Itaipava 100% Malte will have content actions and views in key moments of the drama, such as reunions and celebrations. With participation in different groups of characters, the brand’s actions begin in April.
According to Naiara Brugneroto, Marketing coordinator for the Itaipava brand at Grupo Petrópolis:
“We are very happy to once again be on TV Globo’s prime time, now in such a classic and remarkable plot that demonstrates the strength of Brazilian women and the beauty of one of the most important regions of our country, which is the Pantanal. Taking Itaipava 100% Malte to this scenario and entering the homes of viewers is, for us, an honor”.
Signed by WMcCann, the action’s communication strategy reinforces Itaipava’s positioning as a “Novel Beer”. “Pantanal is a great success that surprised in the 90s, breaking paradigms with characters such as Juma Marruá, a woman who transformed herself into a jaguar, in addition to exciting and passionate stories. Creating a campaign to insert Itaipava 100% Malt in this context was a challenge, but it will be of great benefit to establish the brand in teledramaturgy, such as “Beer de Novela”, especially in a consolidated saga that is in the imagination of the Brazilian people”, comments Mariana Sá, CCO of WMcCann.
This is the fourth time, in less than a year, that the brand has been a protagonist in TV Globo’s prime time, carrying out content actions, contextualized breaks and unprecedented digital insertions with the use of technology.digital product placement.
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