Prove that Brahma is a great match to meals, and an essential part of enjoying the fun and sociability of meals with friends and family!
Brahma, a home-grown and well-loved Brazilian beer brand, is a symbol of National pride. Brahma is an approachable beer brand with a whopping 19% market share of beer in Brazil, and a range of products to cater to differing beer palettes and occasions. The range includes a zero-alcohol beer, a red lager (Brahma Extra), and a range of characterful speciality beers – alongside the original Brahma Chopp, with the lion’s share of volume and consumer awareness.
Meals in Brazil represent a big opportunity for beer consumption - they are a BIG portion of all occasions and own a special place in Brazilian’s hearts. Coming together to share a meal is key to a sociable Brazilian culture, an opportunity to connect with those we love most, over some good food and drinks.
Where it happens: Meals are mostly enjoyed at home with family on weekends, or in very informal bars / cafes with groups of friends and colleagues over the weekend too. “Fancy” or intimate meals are not a big part of Brazilian culture, and occasions are typically with larger groups of 4+ people getting together for a relaxed, affordable meal.
Who are we talking to: Men and women who are hosts or guests at meals in their own homes and groups of friends grabbing a meal in casual bars and cafe’s? The Brahma consumer is proudly Brazilian, sociable and fun-loving, friendly and inviting.
The challenge? Beer isn’t always considered a great fit for meals. Brazilians often choose local white spirits (like Cachaça) with mixers and soft drinks as the most refreshing choices to be enjoyed with beer. Wine is not yet part of Brazilian meal culture. Because meals centre on the food, enhancing enjoyment of the food takes priority, and choosing what to drink with the meal is important. For Brahma to take on this challenge, it needs to prove why it’s a great match to meals, and embed beer as an essential part of enjoying the fun and sociability of meals with friends and family.
Creative Challenge
Come up with a captivating activation idea to make Brahma the perfect match to meals and the best choice for a fun time!
Awards:- 1st (€1,200)
2nd (€700)
3rd (€450)
Rewards
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Deadline:- 09-07-2018
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I think it would be interesting to make bread with beer. Unfortunately, I'm not a huge fan of beer, but maybe it's just because I haven't found the right one yet. :)
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