Given the evolution of the alcoholic beverages segment and with the aim of maintaining its leadership in the market, Central de Cervejas launched itself in a totally new category: hard seltzers. Light, fresh and uncompromising, the launch of Pure Piraña marked a break in the market and challenged young audiences to discover and integrate a fun and differentiating product.
![Heineken Pure Piraña](https://samy.com/wp-content/uploads/2022/02/heineken-case-2.jpg)
![Heineken Pure Piraña campaign](https://samy.com/wp-content/uploads/2022/02/Heineken-Case.jpg)
+930k Unique Reach
+1.7M Impressions
+302k Views on stories
33 Posts / 198 Stories
+302k Views on stories
19.8% Av ER
80k Interactions
We brought together high profile celebrities, creative content creators and a micro squad that included skateboarders, artists, athletes and young music stars: the cool club!
We created content on the influencers’ profiles, but we also guaranteed exclusive content to support the construction of the brand’s identity on their own social media
” We designed the equation to generate highly visual content, turning the brand into an object of desire
Sofía Matos Ribeiro – Head of Brand Startegy at SamyRoad Portugal
![Pure Piraña](https://samy.com/wp-content/uploads/2022/02/Heineken-case-3.png)
![Pure Piraña Campaign](https://samy.com/wp-content/uploads/2022/02/heineken-case-4.jpg)