CLIENT
Heineken
María Fernanda Lozano, Sr. Brand Manager
Natalia Sanchez, Brand Analyst
Jessica Monteagudo, VP Marketing
AGENCY
Leticia Thenard, Managing Director
Marcos Richter, Project Director
Carolina Biagio, Strategy/Planning
Henrique Dal' Mas, Account Supervisor
Nicole Negrigo, Manager Media
Leandro Lemos, Manager Content
Thiago Silva, Account Executive
Henrique Figueiredo, Media Supervisor
Rodolfo Freitas, Strategy/Planning
Isabela Oliveira, Insights assistant
Leon Guimarães, Creative director pleno
Daniel Monteiro, Community Manager Pleno
Aline Santos, Copywriter
Lucas de Ouro, ACD
Marcelo Honório, Account Supervisor
Pedro Alonso, Copywriter
Julianna Carvalho, Account Director
Aile Pires, ACD
Natã Franco, Media Director
Isabella Labate, Strategy manager
Iprospect (Brasil)
Caroline Bassi, Business Lead Central/ Hub
Aline Licen, Empresa/Organização: Dentsu Creative/Red Star – Digital Media
Lucas Callile, Dentsu Creative/Red Star – Digital Media
Kassia Trompieri, Papel/Função do Crédito Media Manager
Rafael Vizoná, Media Supervisor
Daniela Cunico Garcia, Media Analyst
Alda Chávez, Media Supervisor
João Galera, Insights Manager
Emy Tatemoto, Media Analyst
Press Pass
Ogilvy Brasil
Sergio Mugnaini, CCO
Rodolfo Krupka, Art Director
SUMMARY
Launching a flavored beer in a market where prejudice against non-standard “pure malt” beers prevails
If it’s different, you don’t have to try to prove it’s the same. We made the difference extreme by spreading the rumor of a “beer fruit” and then revealing the launch of Tropicaê.
Valuing the advantage of being different. Devassa Tropicaê is awesome because it’s ‘diferentassa’.
The success in the number of liters sold proves the success of the launch and breaks the prejudice of trying beer in a different way.
