Reinforcing the pillar of “Experiences Like Never Before”, Baden Baden, one of the first craft beer brands in Brazil, launches the “Baden Baden Home Bar” campaign in an unprecedented way. The initiative brings together the technology of virtual assistants Alexa e Google Assistant to beer tasting, and intends to bring exclusive content to the public that wants to learn about harmonization in an uncomplicated way.
Through the tool, the consumer can give the voice command to the software: “Talk to Baden Baden” and be guided by the tool’s responses. After choosing the beer style, it is possible to opt for the pairing tips or go for a guided tasting, which offers a series of explanatory and sensory experiences with the drink.
The project goes further and the Home Bar experience promises to transcend outside the home. The traditional tour of the Factory, in Campos do Jordão, presents the new tool to consumers, which will allow the public to test the novelty.
The campaign expands to the brewery’s social networks, which used digital influencers such as Mauro Nakada, Yasmin Yassine, Bruno Van Enck and Gabriela Hebling to show in a didactic way how the tool works in practice. Lucas Pires, marketing manager at HEINEKEN, says that the group believes that technology can be of great help so that consumers can get closer and closer to the brand. He also says that the brand’s main objective is to offer an immersion into the brand’s universe in an interactive way, contributing both at the time of purchase and at the moment of interaction that the novelty brings to its consumers. Virtual assistant Baden Baden is available through Echo devices Dot e Google Nestin addition to versions for Android and IOS.
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