BRAHMA

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BRAHMA
Brazilian Beer to a Brazilian Market
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Cerveja Não Viaja Beer Doesnt Travel

• The beer market is a local one
• Brahma, Antarctica, Skol and Kaiser
• Kaiser partially owned by Coca-Cola
• Brahma produces Miller Draft in Brazil. Joint
  Venture is the only way some foreign companies
  may enter Brazil.

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REFRESHING BRAZILIAN THOUGHTS SINCE 1888
1888 Brahma is created by the Swiss Joseph
Villiger. 1934 Brahma starts being bottled and
becomes Brahma Chopp 1978 Brahma Chopp
changes its bottle. It becomes an amber collor.
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1980 Brahma Beer is ready for exports 1982
Brahma Launches the first light beer in
Brazil. 1983 Brahma Beer is launched in
Washington and Philadelphia 1986 Brahma Beer
Brazilian Pilsener is launched successfully in
Tokyo 1991 Brahmas slogan changes from
Produto de Qualidade (A Quality Product) to A
Número 1 (The Number One) 1992 Brahma Chopp is
launched in Argentina 1996 Brahma introduces
Miller Genuine Draft 1999 Brahma creates a beer
bottle that looks like a champagne bottle for New
Years Eve celebration 2000 Thermosensitive cans
indicates when the beer is at the perfect
temperature
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Characteristics of Brahma Ads

• Humor Ads
• It appeals to both men and women, despite other
  beer ads that focus mainly on men.
• Sounds incorporate the pop culture
• 2002 Highly emphasized on animations

Tssssssss
Na na na na!
Weeeeee!
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F/NAZCA Saatchi Saatchi

• Like most ad agencies in Brazil it is a Joint
  Venture.
• Agency of the Year Brazilian Advertising
  Association
• F/Nazca was the most awarded Brazilian Agency in
  the British Design and Art Directors (DAD)
  Festival
• Worldwide, F/Nazca is the sixth most awarded
  agency on Clio 2003. It won 8 awards.

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Before the Turtle.The Devious Crabs
Crabs stealing beer and mooning the ownerbelieve
it or not it was a big success and the beginning
of a big success with the animal campaigns that
would originate the Turtle ads.
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Tartaruga (Turtle) Brahma Chopp
The Tartaruga series was one of the big TV
successes in 2002. It was elected by 44.47 of
Brazilians as the best ad campaign in 2002. It
was exported to Germany, Australia, USA, England,
Spain and Canada to be used on programs on
Advertising
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The Turtle Goes to Japan World Cup 2002
With the turtle being such a good recall, it
became the Brahma symbol and one of the
unofficial mascots of the Brazilian Soccer Team.
Brahma airs a 60 seconds commercial right after
the game Brazil vs. Germany is over. The movie
congratulated Brazil for the fifth World
Championship
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Print Ads Created by F/Nazca Saatchi Saatchi
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Whats Going on Now???

• Give me a Brahma to refresh. It is my beer and
  it will always be my beer is the theme of the ad
  Balloon Project ad recently aired in Brazil. It
  shows all circumstances Brahma is a good idea to
  refresh.
• Unfortunately since the end of the World Cup
  2002, the turtle and the crabs were not seeing
  any longer.