InBev's £5m spend to push Brahma take-up

Related tags Advertising United kingdom Inbev brands

InBev UK has launched the first UK advertising for its imported Brahma Brazilian lager, launched in the on-trade in May. A £5m support package...

InBev UK has launched the first UK advertising for its imported Brahma Brazilian lager, launched in the on-trade in May.

A £5m support package includes poster ads created by Brazilian artist Septo, which will also appear in magazines such as NME and Q, plus supplements of non-tabloid newspapers.

There will also be pavement drawings of the ads around the UK as part of a sampling campaign that will feature performances by Brazilian Capoeira dancers.

Other sampling will take place at a variety of events around the UK and also in clothing stores, including the Ted Baker chain.

Point-of-sale material will feature the work of other Brazilian artists.

The campaign runs for three weeks from the end of September with a second burst at the end of September.

The poster campaign will be focused on Edinburgh, Glasgow, Leeds, Liverpool, London and Manchester. Sites will include roadside posters, city centre phone boxes and railway platforms.

InBev UK marketing director Phil Rumbol said: 'Brahma is all about capturing authentic Brazilian style and culture, something that is truly reflected by using Septo's original artwork in this way.

Brahma is a 4.8% abv lager and one of the biggest selling beer brands in South America.

Its UK launch, in sculpted 35.5cl bottles, is part of a global rollout by InBev, which sees the beer as one of its major international brands, alongside Stella Artois and Beck's.

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