Case Study: How Brahma Beer Brand Pulled Off The Most Brilliant Marketing Stunt Ever
Being the major sponsor in the Brazilian football world, Brahma Beer made a powerful game-changing strategy to make its presence felt on the pitch in 2021.
How Brahma Beer Brand Pulled Off The Most Brilliant Marketing Stunt Ever: The Brazilian football scene is no stranger to controversy. While Brazil is known for its deep love for beer, its history with the beverage is gloomy. In this article, we will talk about a specific hurdle that beer lovers in Brazil faced a few years back.
The Tale Of Beer And Innovation In The Football Ground
Notably, for years, the sale of alcohol at stadiums has been banned in Brazil and the liquor brands have been prohibited from sponsoring the team jerseys. The bold move also highlights the complex relationship between liquor, sportspersons, and the safety of the common public. The decision received mixed reactions from the public – while some saw it as a progressive move, others highlighted the freedom of choice.
By banning the consumption in the stadiums and sponsorship of liquor brands, Brazil tried to create a culture of focus and unwavering dedication within the team and fans.
However, when the bold move was first implemented in the year 2021, Brazil’s long-standing partner — Brahma Beer was left with a big creative challenge. It was important for the beer brand to keep its presence alive in the market while making sure that they do not breach any protocol.
Being the major sponsor in the Brazilian football world, Brahma Beer needed a powerful game-changing strategy to make its presence felt on the pitch.
Brahma Beer Turned Players’ Heads Into Walking Billboards
Brahma Beer used an old tradition in football – the funky hairstyles to run their innovative campaign as they turned the players’ heads into walking billboards. Brahma partnered with the famous hairstylist Ariel Franco to create the ‘Foamy Haircut’. This unique style resembled a glass of Brahma beer – with the golden section at the bottom, representing the beer, and a white section on the top, representing the foam or froth.
The campaign was launched with São Paulo FC left-back Reinaldo sporting the Foamy Haircut during a match. And the move was a big hit among the fans as it sparked immediate curiosity among the fans. A day after the launch, Brahma unveiled the campaign, showing the collaboration with Franco and the connection to their brand.
Whenever the players hit the field with this unique hairstyle, fans noticed and talked about the beer brand behind this creativity. This is how Brahma Beer smoothly got into the people’s heads. And it was all legal and within the protocols!
Marina Raats, Brahma’s marketing manager, aptly summarized the phenomenon: “Brahma’s smoothness is such that it goes beyond beer and goes into the players’ heads.” In a press release, she continued, “Among so many things, the hair of male and female players is something iconic within soccer. Many athletes become idols and are recognized, not only for what they present on the field but also for their looks. So, in an unusual way, we decided to create the cut that is dictating fashion this decade, all this to bring Brahmoothness to people in a different way.”
Viral Success and The Results:
The Foamy Haircut turned out to be a huge success. Social media buzzed with discussions, and fans sported their versions of the hairstyles. Even celebrities like Chelsea’s Thiago Silva and Jorginho also rocked the hairstyles. Not just this, tutorials were made on how to achieve this viral cut, which further helped in the increase of the campaign’s reach.
This campaign by Brahma boosted brand awareness, creating a legacy of its own in the marketing industry. It also solidified Brahma’s association with the Brazilian football culture.
What made this campaign a success?
Perfect Timing – The World Cup is one of the biggest sporting events, watched by millions. Capitalizing on the opportunity, even when there was a big hurdle ahead, was a powerful move by Brahma Beer. The move also ensured their brand was at the center of the discussions throughout the tournament.
Social Media Buzz – The creative method used by Brahma Beer with the haircuts sparked discussions online. The pictures and videos of the players were all over the social media for all the right reasons.
Cost-Effective Marketing – The ‘hair-cut’ campaign by Brahma generated great buzz at a minimal cost. It was way more cheaper than the traditional ways of advertising.
Fan Participation: Brahma encouraged the fans to replicate their viral hairstyles, which built a sense of community and brand loyalty.
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