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.
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