Itaipava is one of Brazil’s biggest beer brands. With future growth in mind, Itaipava briefed Avantgarde to add another pillar to its communication platform and create a brand experience that connects the brand to music and creates fans on the spot.
So first things first: We added “getting together” as a major growth pillar and a strategic direction to activate consumers, their friends, and family to choose Itaipava. According to the strategy, we created a brand experience with a bar high in the sky at Brazil’s major music festivals. Based on the concept “Crystal e Festeja. Esse encontro é Top!” we created a series of activations promoting the brand and reinforcing the new strategic pillar “getting together with music”. Festival goers were invited to have a Crystal at the “Bar nas Alturas” several meters above the festival crowd, and then reenter the festival in a free fall experience. Through all the festivals, the brand got in contact with over 500,000 people across 15 cities.
