02
Brahma
Category
Brand, Product and Communication Strategy
Client
Brahma
Year
2022–2024
Role
Sr. Marketing Manager
The history behind Brahma as the LATAM Brand of the Year
Case
In the past, Brahma, Brazil's most traditional beer, also known as the number one beer, ran many ads featuring celebrities pointing out the number. Leadership was a brand perception and was reflected in volume and market share.
The introduction of Pure-Malt Brands such as Heineken and Amstel had a seismic impact on the Brazilian Beer Market. Overnight, sales plummeted, and all the major Brazilian Brands, including Brahma, were forced to adapt their formulas or launch new products to compete.
Brahma strategically focused its communication on its main functional benefit, creaminess, a characteristic inherited from its roots in Chopp Brahma (Draft Beer). This emphasis on a quality process and attribute helped Brahma regain its leadership position and integrate Brahma's communication into Brazilian Culture.
I'll show you the tools I have developed to help Brahma remain Brazil's number one beer.
The innovation strategy for Brahma had messed up Brahma's portfolio Architecture. Although the campaign strategy focused only on Brahma Chopp, Brahma Double Malt, and Chopp Brahma, the three new launches, Brahma Double Malt Wheat, Brahma Double Malt Toasted, and Brahma Double Malt Black, gave Brahma nine products with different positioning, targets, and ambitions.
Our innovation strategy had guardrails, like reinforcing creaminess and making it easy to talk about, but it lacked clear guidance for each product in the portfolio.
That's why we looked to distilled brands, which manage many different products under a consistent brand story.
Keep Walking from Johnnie Walker is about human progress, and the portfolio ensures the brand story aligns with its position.
We do more than assign a role to each Brahma product; we set the occasions, platforms, and targets for each, and aim to tell Brahma's history through its portfolio.
The journey of Creaminess - the progression of the Brahmosidade way of being.
The ease of linear progression lies in adapting the proposed gradation to our level for each occasion.
This adaptation doesn't create a negative value, since its main purpose is to promote comfort. For each occasion, it's a simple, easy choice for the consumer.
Yeah, I have not misread it. That's how much money Brahma wasted in 2022 on campaigns with low Brand Recall.
For a category mainly dependent on Salience, saying something was wrong with Brahma Campaigns is unnecessary, but my investigation has shown the main reason:
Brahma is a big brand present in every corner of Brazil. With many agencies and coworkers working on the brand, it's easy to lose control of brand management. However, the mistakes were execution issues that impacted the Brahma Strategy and its results. The team needed a tool to track errors and give the execution team the right brand guidance.
Brahma Creativity Consistency Pulse is a tool for tracking brand presence in any channel. It helped the brand recover R$68MM or U$13,5MM, almost the same amount as the main competitor's investment.
Campaigns
For campaigns, the post-test learnings teach us the importance of communication fundamentals. For instance, the product should have a protagonism in the campaign story. Using the AB-InBev Scale of creativity, we also set the minimum grade for the campaign: 6. That means the campaign should be at least unique, new, and imaginative. Other factors, such as the correct logo (yes, people used the logo incorrectly) and brand archetype, should be addressed.
Social
Brahma's biggest social media mistake was including too many messages and texts in the creative. The tool defined good social media practices, such as using only one message and limiting each creative to 40 characters.
Bottom-funnel
Again, we set specific criteria for the bottom funnel, such as a single and clear CTA.
The best brand definition for me comes from anthropologist Bob Deutsch, who said a brand is a metaphorical fusion of people's stories about a product and the product's own stories.
Tension is essential to every story and tool to ensure that creaminess, Brahma's functional benefit, could be part of the culture. At Ambev, we discussed voltage and the tension of ideas a lot. The higher the tension, the higher the voltage.
Tension became part of Brahma's brief. A single change had a huge impact on campaign ideas. I also developed a tension methodology and bank of cultural tensions to create more ideas connected to Brazilian behavior. Here are some examples:
I also set a creative monthly agenda, during which the Brahma Team paused to review studies on skills and improvements to the brand strategy. Here are some examples.
In the past, Brahma, Brazil's most traditional beer, also known as the number one beer, ran many ads featuring celebrities pointing out the number. Leadership was a brand perception and was reflected in volume and market share.
The introduction of Pure-Malt Brands such as Heineken and Amstel had a seismic impact on the Brazilian Beer Market. Overnight, sales plummeted, and all the major Brazilian Brands, including Brahma, were forced to adapt their formulas or launch new products to compete.
Brahma strategically focused its communication on its main functional benefit, creaminess, a characteristic inherited from its roots in Chopp Brahma (Draft Beer). This emphasis on a quality process and attribute helped Brahma regain its leadership position and integrate Brahma's communication into Brazilian Culture.
I'll show you the tools I have developed to help Brahma remain Brazil's number one beer.
The innovation strategy for Brahma had messed up Brahma's portfolio Architecture. Although the campaign strategy focused only on Brahma Chopp, Brahma Double Malt, and Chopp Brahma, the three new launches, Brahma Double Malt Wheat, Brahma Double Malt Toasted, and Brahma Double Malt Black, gave Brahma nine products with different positioning, targets, and ambitions.
Our innovation strategy had guardrails, like reinforcing creaminess and making it easy to talk about, but it lacked clear guidance for each product in the portfolio.
That's why we looked to distilled brands, which manage many different products under a consistent brand story.
Keep Walking from Johnnie Walker is about human progress, and the portfolio ensures the brand story aligns with its position.
We do more than assign a role to each Brahma product; we set the occasions, platforms, and targets for each, and aim to tell Brahma's history through its portfolio.
The journey of Creaminess - the progression of the Brahmosidade way of being.
The ease of linear progression lies in adapting the proposed gradation to our level for each occasion.
This adaptation doesn't create a negative value, since its main purpose is to promote comfort. For each occasion, it's a simple, easy choice for the consumer.
Yeah, I have not misread it. That's how much money Brahma wasted in 2022 on campaigns with low Brand Recall.
For a category mainly dependent on Salience, saying something was wrong with Brahma Campaigns is unnecessary, but my investigation has shown the main reason:
Brahma is a big brand present in every corner of Brazil. With many agencies and coworkers working on the brand, it's easy to lose control of brand management. However, the mistakes were execution issues that impacted the Brahma Strategy and its results. The team needed a tool to track errors and give the execution team the right brand guidance.
Brahma Creativity Consistency Pulse is a tool for tracking brand presence in any channel. It helped the brand recover R$68MM or U$13,5MM, almost the same amount as the main competitor's investment.
Campaigns
For campaigns, the post-test learnings teach us the importance of communication fundamentals. For instance, the product should have a protagonism in the campaign story. Using the AB-InBev Scale of creativity, we also set the minimum grade for the campaign: 6. That means the campaign should be at least unique, new, and imaginative. Other factors, such as the correct logo (yes, people used the logo incorrectly) and brand archetype, should be addressed.
Social
Brahma's biggest social media mistake was including too many messages and texts in the creative. The tool defined good social media practices, such as using only one message and limiting each creative to 40 characters.
Bottom-funnel
Again, we set specific criteria for the bottom funnel, such as a single and clear CTA.
The best brand definition for me comes from anthropologist Bob Deutsch, who said a brand is a metaphorical fusion of people's stories about a product and the product's own stories.
Tension is essential to every story and tool to ensure that creaminess, Brahma's functional benefit, could be part of the culture. At Ambev, we discussed voltage and the tension of ideas a lot. The higher the tension, the higher the voltage.
Tension became part of Brahma's brief. A single change had a huge impact on campaign ideas. I also developed a tension methodology and bank of cultural tensions to create more ideas connected to Brazilian behavior. Here are some examples:
I also set a creative monthly agenda, during which the Brahma Team paused to review studies on skills and improvements to the brand strategy. Here are some examples.
In the past, Brahma, Brazil's most traditional beer, also known as the number one beer, ran many ads featuring celebrities pointing out the number. Leadership was a brand perception and was reflected in volume and market share.
The introduction of Pure-Malt Brands such as Heineken and Amstel had a seismic impact on the Brazilian Beer Market. Overnight, sales plummeted, and all the major Brazilian Brands, including Brahma, were forced to adapt their formulas or launch new products to compete.
Brahma strategically focused its communication on its main functional benefit, creaminess, a characteristic inherited from its roots in Chopp Brahma (Draft Beer). This emphasis on a quality process and attribute helped Brahma regain its leadership position and integrate Brahma's communication into Brazilian Culture.
I'll show you the tools I have developed to help Brahma remain Brazil's number one beer.
The innovation strategy for Brahma had messed up Brahma's portfolio Architecture. Although the campaign strategy focused only on Brahma Chopp, Brahma Double Malt, and Chopp Brahma, the three new launches, Brahma Double Malt Wheat, Brahma Double Malt Toasted, and Brahma Double Malt Black, gave Brahma nine products with different positioning, targets, and ambitions.
Our innovation strategy had guardrails, like reinforcing creaminess and making it easy to talk about, but it lacked clear guidance for each product in the portfolio.
That's why we looked to distilled brands, which manage many different products under a consistent brand story.
Keep Walking from Johnnie Walker is about human progress, and the portfolio ensures the brand story aligns with its position.
We do more than assign a role to each Brahma product; we set the occasions, platforms, and targets for each, and aim to tell Brahma's history through its portfolio.
The journey of Creaminess - the progression of the Brahmosidade way of being.
The ease of linear progression lies in adapting the proposed gradation to our level for each occasion.
This adaptation doesn't create a negative value, since its main purpose is to promote comfort. For each occasion, it's a simple, easy choice for the consumer.
Yeah, I have not misread it. That's how much money Brahma wasted in 2022 on campaigns with low Brand Recall.
For a category mainly dependent on Salience, saying something was wrong with Brahma Campaigns is unnecessary, but my investigation has shown the main reason:
Brahma is a big brand present in every corner of Brazil. With many agencies and coworkers working on the brand, it's easy to lose control of brand management. However, the mistakes were execution issues that impacted the Brahma Strategy and its results. The team needed a tool to track errors and give the execution team the right brand guidance.
Brahma Creativity Consistency Pulse is a tool for tracking brand presence in any channel. It helped the brand recover R$68MM or U$13,5MM, almost the same amount as the main competitor's investment.
Campaigns
For campaigns, the post-test learnings teach us the importance of communication fundamentals. For instance, the product should have a protagonism in the campaign story. Using the AB-InBev Scale of creativity, we also set the minimum grade for the campaign: 6. That means the campaign should be at least unique, new, and imaginative. Other factors, such as the correct logo (yes, people used the logo incorrectly) and brand archetype, should be addressed.
Social
Brahma's biggest social media mistake was including too many messages and texts in the creative. The tool defined good social media practices, such as using only one message and limiting each creative to 40 characters.
Bottom-funnel
Again, we set specific criteria for the bottom funnel, such as a single and clear CTA.
The best brand definition for me comes from anthropologist Bob Deutsch, who said a brand is a metaphorical fusion of people's stories about a product and the product's own stories.
Tension is essential to every story and tool to ensure that creaminess, Brahma's functional benefit, could be part of the culture. At Ambev, we discussed voltage and the tension of ideas a lot. The higher the tension, the higher the voltage.
Tension became part of Brahma's brief. A single change had a huge impact on campaign ideas. I also developed a tension methodology and bank of cultural tensions to create more ideas connected to Brazilian behavior. Here are some examples:
I also set a creative monthly agenda, during which the Brahma Team paused to review studies on skills and improvements to the brand strategy. Here are some examples.
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