Campaign details

Advertiser: Anheuser-Busch InBev
Brand: Budweiser
Agency: Africa São Paulo
Country: Brazil

Objectives

In Brazil, the beer category is undergoing a sysmic shift.

In a not so distant past, the category was much less complex. It was concentrated in a handful of traditional local brands fighting basically for price and distribution. In terms of communication, each brand tried to take a position among consumers, but in reality it all came down to a fight for being Top of Mind. Albeit being huge, and very important for Brazilian culture, the category was commoditized and largely undifferentiated.

But in the past decade, brands that used to be imports and niche began to arrive massively in Brazil, such as Heineken, Stella Artois and even Budweiser, which is a mainstream brand in the USA but arrived in Brazil in 2011, positioned as a premium brand.