CLIENT: Ambev [2015-2022]
What kind of idea is it to set up a Brahma Bar right on the pitch of the Arena da Baixada, with the Copa do Brasil champions as VIP clients—still in their cleats—sipping ice-cold beer to celebrate their victory?
Just another one of our original concepts. No wonder this case is still widely talked about today!
Bar-da-Brahma
15-12-2021—Final-Copa-Intelbras-do-Brasil-2021—-0801
With a national campaign reinforcing the “Brahmosity” concept, Ambev, a sponsor of the tournament, wanted to activate their brand during the final. And what better way to do it than going straight to the heart of the action? The pitch was transformed into a celebration bar, on the very field where Atlético Mineiro triumphed over Athletico Paranaense to claim the 2021 Copa do Brasil title.
Right after receiving their medals and lifting the trophy, the Galo players and coaching staff didn’t even have to leave the stadium to start the party. Rumor has it that even the referees couldn’t resist grabbing a cold Brahma!
With increased brand presence, direct interaction between champions and the product (draft beer), global visibility, and 360º management, we proudly say this was one of the most successful activations we’ve ever delivered for a client—within the sport that is Brazil’s greatest passion. And it all bore the KLEFER signature.