Tiaguinho sings on ‘Travessia’ to promote Itaipava draft beer
Signed by WMcCann and developed in partnership with Globo, Ita-Draft’s participation in the telenovela is part of the brand’s 2023 action plan.
Itaipava caused a stir during the telenovela Passing by, from Rede Globo, to promote its canned draft beer called Ita-Draft. The initiative is part of the brand’s 2023 action plan.
In last Wednesday’s episode (8), the brand took singer Tiaguinho on a story show featuring a drink released to promote the artist’s tour through the show. Afternoon. The scene takes place at the Encanto da Vila bar and shows the artist performing the new song delusionalwhile the employees of the establishment served the beer containers.
“With this initiative, we are consolidating this space as a serial beer, two truly Brazilian passions that are part of our culture. In addition, we sponsor the tour Afternoon, which will have our draft beer as the official beer, and we’ll also be giving away tickets to the event to fans. The tour translates our values to the public, offering joy, relaxation and lots of music to lovers of Tiaguinho and Itaipava,” said Daniel Bibas, Vice President of Marketing at Grupo Petrópolis.
Signed by WMcCann and developed in collaboration with Globo, featuring Ita-Draft and Thiaguinho Passing by it also saw developments in the brand’s social life with a team of influencers participating in the conversations.
“Itaipava is continuously present in TV Globo’s TV drama, and we took advantage of this very important space to communicate the attributes and strengthen the connection with Brazilians through new creative formats. On this occasion, we brought a real action of the brand, which is great. collaboration with Tiaguinho and Ita-Draft products for the storyline,” explained Alessandra (Lel) Pereira, WMcCann Creative Director.
