Launching Devassa Bem Loura

This was a great challenge: to launch a mainstream beer brand in Brazil's competitive beer market. And do it from scratch.

Devassa means something sexy so we brought Paris Hilton to be the Star of the campaign. The film and the photos were made in Los Angeles/US and Rio de Janeiro/Brazil.

From the Twitter launch strategy to the beer label, from the print campaign to the movie, the POS pieces, the VIP area at the Rio de Janeiro carnival, the endomarketing to over 3,000 employees in 02 factories simultaneously, brand activations, the promotions. My team and I were responsible for the meteoric and remarkable launch of this beer and for the subsequent campaigns of the brand. In a short time, Devassa Bem Loura Beer became one of the coolest and most desired beers in the national market.

This project has won the most important Brazilian advertising awards, both ATL and BTL, such as the Grand Prix of the MaxiMídia / RBS Group Award, ProXXIma Magazine's Top Five Viral Campaigns, ProXXIma's Top Ten Brazilian Admirable Brands, AMPRO's Best Creative of the Year in GLOBES Awards 2010 for Antonio Rosa, among others.

Teaser Film

We started the campaign with a teaser film where we invited consumers to interact with the brand. The idea was that the more people typed #bemmisteriously on Twitter the sooner the secret of the campaign would be revealed.

We had massive participation and managed to get the brand on Twitter's Top Trends for days.

Revelation Film

As soon as people interacted and typed #bemmisterious on Twitter, the secret of the Mysterious Blonde Girl was revealed. It was Paris Hilton at the head of the campaign, this was the first time a beer brand in Brazil did something so daring. The campaign was a huge success immediately.

Prohibited Film

Because of its tremendous success and daring, the campaign left its competitors very worried. Because of this it received several complaints asking for the film to go off the air.

And so it happened.

So we made another low-budget movie taking advantage of the situation and inviting people to watch the movie on youtube online.
This is where the campaign exploded for good, there was only talk of the beer that was banned. We turned it around and the results couldn't have been better :)

Devassa Party - VIP Carnival Area

We were also responsible for all the events and here we decided to start with a "hot party" before Carnival to present Paris Hilton to the public and the media. And it was a huge success. After this party, we presented the Carnival VIP Area with all its scenery. My team and I were responsible for all the Design and Art Direction of all the Parties, Events, Promotions, everything!

home