CERPA – CERVEJARIA PARAENSE
TIJUCA SILVER Beer – launching at Northern and Northeastern regions of Brazil.
Basic Facts: Tijuca Silver beer, a gluten-free beer, was recently launched strategically in the Northern and Northeastern regions of Brazil, areas with a distinct summer climate that differs from the rest of the country. The goal was to introduce Tijuca Silver as a fresh, premium product, leveraging the growing demand for the gluten-free options. The campaign aimed to build brand awareness, drive sell-in, and position Tijuca Silver alongside established premium beer brands in these markets.
Our Approach
To achieve these objectives, we implemented a multi-faceted communication strategy plan, including:
Mass Media:
TV Commercials: a vibrant summer-themed TV ad was aired across major broadcast networks, emphasizing the refreshing qualities, and gluten-free advantage of Tijuca Silver. The commercial positioned it as the perfect beer for those seeking a healthier alternative without sacrificing taste.
OOH: billboards were placed in high-traffic areas like beaches, urban centers, and popular touristic spots, ensuring strong visual presence during the summer months.
Radio Spots: short, engaging radio spots were aired on popular stations, promoting the refreshing, and gluten-free qualities of Tijuca Silver to a broad audience.
Activations/Experience:
Festivals and Events: Tijuca Silver partnered with major summer festivals, beach parties, and local events. Brand booths allowed consumers to sample the beer, experience its flavor, and engage directly with the product.
Nightlife: the brand was featured in bars and nightclubs, accompanied by promotions such as exclusive offers of Tijuca Silver. This reinforced its positioning as a premium, trendy beer option for social occasions.
POS and Consumer Promotions:
In-Store presence: Tijuca Silver was prominently displayed in supermarkets, liquor stores, and convenience shops. Promotional deals such as bundle discounts were offered to attract impulse buyers, and the gluten-free message was emphasized through POS merchandising materials.
Collab with Retailers: we have established strong partnerships with key retailers, ensuring Tijuca Silver secured prime shelf space. Special in-store promotions helped reinforce its premium positioning.
Incentive to Distributors: we have developed promotional actions with distributors, providing performance-based incentives to encourage higher sell-in volumes, ensuring broad product availability.
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The results of the Tijuca Silver launch surpassed expectations:
Brand awareness: the integrated campaign quickly elevated Tijuca Silver’s visibility in the Northern and Northeastern regions, positioning it as a refreshing, and premium gluten-free beer alternative.
Easy Sell-in: the combination of mass media exposure and in-store presence led to rapid sell-in, with retailers eager to stock the new product.
Strong Sales: sales of Tijuca Silver exceeded initial projections, particularly in urban, and beachside markets. Its unique positioning as a premium glute-free beer resonated strongly with health-conscious consumers seeking premium options.
The launch of Tijuca Silver in the Northern and Northeastern regions of Brazil demonstrated the effectiveness of a well-coordinated, multi-channel strategy. By combining mass communication, on-ground activations, and a strong retail presence, Tijuca Silver quickly established itself as a notable player in the premium beer market, achieving significant sales success and market penetration.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
