Brands of beers are ready for revelry

One of the main venues for marketing of brands of beers, the Carnival of 2017 will be marked by the expansion of Ambev''s investment across the country, with strength in the brand Skol, and increment of Antarctica in Rio de Janeiro. Who is also focusing on the Rio de Janeiro is the Itaipava, which for the first time will sponsor the samba school parades in Sapucaí. Emblematic period for the sector, the Carnival has gained even more space with new squares taking the party to the streets, movement restricted, which strengthened before from Salvador in the late 1990 and, in recent years, in Rio de Janeiro. With the growth of revelry in the streets, the stage of activation of actions of the brands of beer has been growing and gaining strength.
Disclosed as your largest investment in a Carnival, Ambev''s plan for the period encompasses the brands Antarctica and Skol. The latter was chosen to be on as many squares in Brazil, scoring presence in 37 cities. "There''s a decentralization. Today, the Carnival is spread by Brazil and we can promote it everywhere, "explains Maria Fernanda Albuquerque, marketing director of Skol. The brand will be present with, support and sponsorship activations in several cities like São Paulo, Campinas, Ribeirão Preto, Salvador, Fortaleza, Florianópolis, Belo Horizonte, Ouro Preto, Olinda Recife, Manaus, Curitiba, Porto Alegre and Cuiabá.
Going beyond the traditional sponsorship, she will take unusual action to three cities. In Belo Horizonte, a slide of 200 square meters will be installed in the middle of the city. Salvador, square that''s having the Skol as the official beer of the Carnival after a three-year sponsorship of the Schin, will have one more day of revelry, with the Inverted Circuit. In it, a parade will be held on Tuesday, 21, starting with the neighborhood of Ondina and ending at the Farol da Barra, where a stage will receive free shows every day of revelry.
In Sao Paulo, the Skol is also the official beer of the street carnival. In addition to the partnership with the city, contributing to the infrastructure and the Organization of the party of the nearly 500 blocks, the brand will sponsor more than 60 blocks. In the potato, in partnership with All, Skol will ride a Ferris wheel of 21 meters, with 16 booths. Upon entering, the revelers will find available costumes, props and makeup. "It''s a really cool area that we''re helping and encouraging development. By be central, you can admire many outputs for several blocks ", explains Maria Fernanda. Approximately 2 million people are expected on the streets of São Paulo during the Carnival. Another initiative that deserves attention is the Maracatu, which the Executive promises to be something innovative in the heavens of Recife, at Ground Zero.
Antarctica, brand is also part of the portfolio of Ambev, will concentrate their actions on the Carnival in Rio de Janeiro, where he will be the official sponsor of the Street Carnival for the eighth consecutive year. In 2017, it extends in 30% the number of sponsored blocks, 386. The beer will enjoy the feast days to work your new concept: "good thing generates good thing". Antarctica also supports the Carnival in Brasilia, where sponsoring 82 blocks. In 2016, were 42.
Also with a strong investment in Rio de Janeiro, Itaipava, Petropolis Group brand, will be the sponsor of the Carnival of 1998 for the first time after having mounted the first box of the brand the sambodromo in Rio in 2016, and has sponsored more than a dozen samba schools. "We thought interesting, from the point of view of brand exposure and presence at the party, being the only brewery with unique cabin and the official beer of the Marquis de Sapucaí in 2017," said Eliana Cassandre, advertising manager of Itaipava.
The brand invests in Carnival as well as a way to celebrate the big moment of Itaipava, explains the Executive. "In 2016, when the sector suffered a fall of 4.8% by volume, Itaipava grew 4.4%. The goal is to get on with projects to expand the participation of the mark on the market, which has one of the highest rates of consumption of beer in the country ". Pro adds that the river translates many of the concepts of the brand. "The Itaipava is a cheerful and young, born in the State of Rio de Janeiro, and want to speak to this audience that makes the brand one of the market leaders," he says. For the actions in the Carnival in Rio, the brand investment sum of 15 million R$, worth about 15% higher than last year.
Despite the focus on the River, Itaipava have actions and sponsorships across the country in this Carnival. In total, will invest 32 million R$ in the revelry of momo. After Rio de Janeiro, the highlight is the Northeast, with the Olinda Beer and box Parador Itaipava, in Recife. "The Itaipava is also the official beer of the Galo da Madrugada Cabin Spettus, Antonio blocks, hold the syringe and Bicaldinhos", talks, adding that in Bahia, Itaipava is sponsor of the Club and the Stateroom Cabin of the harem, two of the main of Salvador. "The brand will also be on local parties in several States," concludes ...
Recently acquired by Heineken, Schin, Brazil brand Kirin which was an official sponsor of the Carnival of Salvador for the past three years, will be again in the capital Salvador but more shy. With the concept "Schin Yo", developed by NewStyle, she will have several actions in Salvador, among them, the production of Cabin Schin Aê, the launch of a jingle, sponsorship of trios, essays and cabins, plus activations spread throughout the city. The brand has also created a Tin themed to the Salvador Carnival that print artists are brand ambassadors, Ivete Sangalo and Carlinhos Brown. Produced in limited edition, is now available in the sales points of the States of Bahia and Sergipe. The actions for the period represent about 15% to 20% of the total amount invested in marketing from Schin in the year 2017. Besides Salvador, in Pernambuco Brazil Kirin will sponsor several blocks and cabins in the Carnival of Recife and Olinda.
The Amstel, Heineken brand, also have shares in Carnival. In Sao Paulo, she will sponsor the House blocks Me, low Academic Augusta and Confraria do Pasmado and even set up houses of hospitality to receive the revelers. In Rio de Janeiro, the Amstel will sponsor the Carnival festivities of the Rival X Rivalzinho, schools Beija Flor and great river and the Cabin Allegria, este in Sapucaí. She will also be present in Recife in the Galo da Madrugada, largest and main city block, and, in Florianópolis, at the school of samba Consulate.