Kaiser Sound Festival.
Independent Music Powered by Heineken's Popular Beer Brand.
Curitiba, "Brazil's Seattle", received on its stages the largest independent music festival in the State of Parana, inspiring a new generation of rock enthusiasts and beer lovers.
Problem: Kaiser Beer is ranked 4th in Brazil, losing to three established brands owned by AB InBev which associated their product for decades with the Brazilian culture of Samba, Funk, Axé, Carnaval, beaches and bikini girls. Spaipa, a local producer owned by Femsa (the biggest independent Coca-Cola bottling group in the world), wanted to find new ways to make its beer brand more appealing and inspire trial for the product.
Insight: if you cannot change the mind of those who are already loyal to the competitor's brands, how can we find ways to appeal to a new generation of beer drinkers?
Target: 18 years-old is the legal drinking age in Brazil, which coincides with the age young adults are starting University or College. Curitiba is a rainy and cold capital in Brazil located in the mountains (2 hours from the coast) with a strong pop rock culture. This means many University students have strong ties with local bands or are aspiring musicians, DJs, etc, and don't associate themselves with the mainstream Brazilian culture and music. We targeted those "indie influencers" to become the voice of the brand to their group age.
Problem: Kaiser Beer is ranked 4th in Brazil, losing to three established brands owned by AB InBev which associated their product for decades with the Brazilian culture of Samba, Funk, Axé, Carnaval, beaches and bikini girls. Spaipa, a local producer owned by Femsa (the biggest independent Coca-Cola bottling group in the world), wanted to find new ways to make its beer brand more appealing and inspire trial for the product.
Insight: if you cannot change the mind of those who are already loyal to the competitor's brands, how can we find ways to appeal to a new generation of beer drinkers?
Target: 18 years-old is the legal drinking age in Brazil, which coincides with the age young adults are starting University or College. Curitiba is a rainy and cold capital in Brazil located in the mountains (2 hours from the coast) with a strong pop rock culture. This means many University students have strong ties with local bands or are aspiring musicians, DJs, etc, and don't associate themselves with the mainstream Brazilian culture and music. We targeted those "indie influencers" to become the voice of the brand to their group age.
Solution: Kaiser Sound Festival, the largest garage band competition ever seen in the state of Parana.
Results: This project was qualified to be funded by the Federal Cultural Incentive Law. This means the majority of the budget invested by the client could be deducted from the company's taxes. The festivals strengthened the beer brand Kaiser for young demographics, local musicians and independent music admirers. Each year had a total of 3.5 to 4 thousand people watching the live concerts, generating profit for the participating bars and pubs. It also led CANAL/mkt to be awarded Parana's Promo Agency of the Year and Spaipa Parana's Client of the Year in Brazil's most prestigious Award Show.
AGENCY: Canal/mkt
CLIENT: Spaipa/Coca Cola Femsa (Heineken Distributor in Brazil)
YEAR: 2011-2013
CONTRIBUTION: Creative Direction
CLIENT: Spaipa/Coca Cola Femsa (Heineken Distributor in Brazil)
YEAR: 2011-2013
CONTRIBUTION: Creative Direction
