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Local News
To return to the news articles click here. Brahma Celebrates Roots By Taking Art Shows to Outlets08 August 2008 - Brahma is transforming the consumer appeal of selected licensed outlets – with an art-based innovation that celebrates its Brasilian roots and brewing heritage in spectacular style. The brand is activating its 2008 campaign, to produce limited edition packaging that raises visibility of the Brahma bottle, by taking an exhibition of the winning designs from its VISTOBRAHMA design competition on tour in key outlets in four cities this month.
It follows the success of the VISTOBRAHMA design competition which challenged artists to create designs reflecting the look of the Brahma bottle and the spirit of urban Brasil. Three of the winning designs are now featured on bottle wraps which are available to on-trade during the Summer - and they will be featured as part of the VISTOBRAHMA art shows. Nicola Trainor, Senior Brand Manager for Brahma at InBev UK, says: “VISTOBRAHMA highlights the creative roots of the brand and the new bottle label in a distinctive way which the Brahma target audience will readily appreciate. “This activity will create a great deal of interest for participating outlets, introduce more consumers to the brand and make them aware of the updated bottle design. It will also have commercial benefits for participating outlets because it will increase traffic and generate a sales uplift for Brahma.” Licensed outlets in four locations - London, Bournemouth, Liverpool and Glasgow - are participating in the initiative which is launched at Guanabara in London’s Covent Garden on August 11 before moving on to Bournemouth’s Fruit and Urban Beach outlets on August 16 and 17 respectively. VISTOBRAHMA will then be staged at Liverpool’s La Cuba Nita on August 21 before moving on to Glasgow’s Arches (Aug 28) and Classic Grand (Aug 29). Each outlet will be holding a launch night where up to ten of the winning Brahma bottle designs will be exhibited. The nights will be supported with tailored communications items and a visit from the stunning Brahma VW camper van to raise visibility of the events and offer passing consumers the opportunity to sample the brand. In addition, Brahma is enlisting a range of Brasilian entertainment that will range from the Brahma DJs to Capoeira dancers - to truly bring the brand to life. Themed rate-of-sale driving activity featuring branded Brahma flip-flops and t-shirts will also be available to consumers attending the events. InBev UK is also providing participating outlets with point-of-connection material to communicate the VISTOBRAHMA message. “The exhibitions will attract more people to the outlet - and the brand - and help to build a closer relationship between Brahma and its consumers,” adds Trainor. The VISTOBRAHMA concept was created by combining the brand name with Visto which is Portuguese for “seen”.
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