The Brief

As an emerging brand in the UK and keen to build on the fame from their previous ATL campaigns, Sagatiba asked us to produce a brand experience campaign across key venues in London to encourage consumer trial of the product. The campaign also had to build brand awareness amongst their target audience and support their existing on-trade partners.

With the UK being so heavily saturated with Brasilian inspired marketing strategies over recent years, it was vital for us to endorse the brands authenticity and reiterate the core brand positioning of ‘the pure spirit of Brasil’.

The Solution

We created ‘Crush Hour’, an intimate premium brand experience campaign platform that would not only offer consumers the opportunity of trial, but in addition educate them about Sagatiba as a brand, Cachaça – the spirit category and the ‘hero drink’, the Caipirinha.

The campaign ran across 8 nights and visited 21 venues over a period of 6 weeks throughout late 2006 and featured several layers of activity. These included, live performers, street art, a free dvd and in bar point of sale promotional material. At the heart of the campaign was a team of Brasilian brand ambassadors bringing the Crush Hour promotion to life by mixing sample drinks at the table, engaging with consumers face to face and educating them about the key messages.

The Result

The strategy behind this campaign was to offer a premium sampling opportunity to the core audience during a key usage occasion. The focus was always on quality over quantity and the campaign delivered on average 76 direct in-bar experiences per venue.

During and following the campaign we conducted a series of depth interviews and street interviews, designed to measure qualitative consumer response to the activity. The response from consumers to the drink and experience was very positive with strong intentions for future purchase. This research also unearthed valuable insights into our target consumer for the planned activity throughout 2007.