Star musician ‘Meu País Barraquinha’, a campaign that seeks to connect the traditions of the festivities
Kuat chose Carlinhos Brown to portray the cultural richness of the São João festivities spread throughout Brazil. Through his Instagram, the singer and songwriter from Bahia will talk to content creators about the culinary traditions of each region.
The content creators show that, with all the differences characteristic of each region, they complement each other and highlight the cultural richness of the São João festivities throughout the country.
“This time, our insight was born from the stalls, which are a common element at parties and allow Kuat to be connected to the occasion of consumption. Hence the name: ‘Meu País Barraquinha’ to represent the richness and plurality of cuisine and culture from every corner of Brazil”, says Pedro Abbondanza, marketing director of Coca-Cola Brazil.
Developed by Ghana, the campaign is 360 and goes from point of sale to digital. The action will also feature cross media activations, in order to reinforce the narrative in each place it will be aired, such as outdoor media in various capitals, radio spots and merchandising on TV Globo.
My country
Since 2021, through the Gostinho do Meu País movement, Kuat has gained a repositioning that celebrates the plurality of each region of Brazil, seeking to highlight the parties and good food of different regional cultures to connect with the Brazilian public.
In addition to receiving a new packaging, with illustrations created by the artist Bel Andrade, the brand promoted webseries and actions in different regions of the country with specialists in regional cuisine and digital content creators. Dona Jacira, mother of former BBB Gil do Vigor, who is from Pernambuco, and Vó Maria, grandmother of rapper from Minas Gerais, Djonga, participated in the webseries Meu País, Comida de Vó.
The rapper and his grandmother also starred in the campaign Meu País, Mineiridade. In addition, Orlandinho and Sua Turma, who were the stars for São João 2021.
