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Brahma and Africa create limited edition beer for 2014 FIFA World Cup
Patricia Molina| 25 de febrero de 2014
El fútbol y la cerveza se unen con la creación de la Selección Especial Brahma
Brahma, considered the official alcoholic beverage of the Brazilian national soccer team, together with the award-winning Africa ad agency, created a limited edition beer for the 2014 FIFA World Cup in Brazil, a project the unites two great Brazilian passion points, soccer and beer, through the creation of this Brahma Selecao Especial.This is a beer brewed from barley sown, grown and harvested on the Granja Comary farm, home to the Brazilian national soccer team. To sow the cereal, Brahma chose a space considered sacred to Brazilian soccer, where all the hallowed names of the national team have trained.”Passion for soccer and beer have never been closer. With Brahma Selecao Especial we want fans to toast with our beer inspired by the history of Brazilian soccer” says Bruno Cosentino, marketing director at Brahma. Creating and developing such an innovative idea in partnership with such a legendary brand shows a new frontier for advertising, where the agencies stop thinking about the media and start focusing on the idea. We developed this project with Africa Lab, an innovation arm of the agency, and we are looking forward to see the results on shelves around the entire country comments Sergio Gordilho, co-president and CCO of Africa. Africa CEO Marcio Santoro calls this a holistic project that involved all areas of the agency working in an integrated way. We also created the concept, and together with the client we accompanied the planting of the barley, its growth and harvest, the development of the product, and helped with the promotion and launching strategies.
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