Brazilian Beer to a
“Cerveja Não Viaja” – Beer Doesn’t Travel
o The beer market is a local one
o Brahma, Antarctica, Skol and Kaiser
o Kaiser partially owned by Coca-Cola
o Brahma produces Miller Draft in Brazil.
Joint Venture is the only way some
foreign companies may enter Brazil.
THOUGHTS SINCE 1888
1888 – Brahma is created by the
Swiss Joseph Villiger.
1934 – Brahma starts being bottled
and becomes “Brahma Chopp”
1978 – Brahma Chopp changes it’s
bottle. It becomes an amber collor.
1980 – “Brahma Beer” is ready for exports
1982 – Brahma Launches the first light beer in Brazil.
1983 – Brahma Beer is launched in Washington and
1986 – Brahma Beer Brazilian Pilsener is launched
successfully in Tokyo
1991 – Brahma’s slogan changes from “Produto de Qualidade”
(A Quality Product) to “A Número 1” (The Number One)
1992 – Brahma Chopp is launched in Argentina
1996 – Brahma introduces Miller Genuine Draft
1999 – Brahma creates a beer bottle that looks like a
champagne bottle for New Years Eve celebration
2000 – Thermosensitive cans indicates when the beer is at the
Characteristics of Brahma Ads
• Humor Ads
• It appeals to both men and
women, despite other beer
“Tssssssss” ads that focus mainly on
• Sounds incorporate the pop
• 2002 – Highly emphasized
“Na na na na!” “Weeeeee!”
F/NAZCA – Saatchi & Saatchi
•Like most ad agencies in
Brazil it is a Joint Venture.
• “Agency of the Year” –
• F/Nazca was the most
awarded Brazilian Agency in
the British Design and Art
Directors (D&AD) Festival
• Worldwide, F/Nazca is the
sixth most awarded agency
on Clio 2003. It won 8 awards.
Before the Turtle….The Devious Crabs
Crabs stealing beer and mooning the
owner…believe it or not it was a big
success and the beginning of a big
success with the animal campaigns
that would originate the Turtle ads.
The “Tartaruga” series was
one of the big TV successes
in 2002. It was elected by
44.47% of Brazilians as the
best ad campaign in 2002. It
was exported to Germany,
Australia, USA, England,
Spain and Canada to be used
on programs on Advertising
The Turtle Goes to Japan
World Cup 2002
With the turtle being such a
good recall, it became the
Brahma symbol and one of
the unofficial mascots of the
Brazilian Soccer Team.
Brahma airs a 60 seconds
commercial right after the
game Brazil vs. Germany is
over. The movie
congratulated Brazil for the
fifth World Championship
Print Ads Created by F/Nazca –
Saatchi & Saatchi
What’s Going on Now???
•“Give me a Brahma to refresh. It
is my beer and it will always be
my beer” is the theme of the ad
‘Balloon Project’ ad recently
aired in Brazil. It shows all
circumstances Brahma is a good
idea to refresh.
• Unfortunately since the end of
the World Cup 2002, the turtle
and the crabs were not seeing