Since arriving in Brazil as an Austrian import in 1998, the drink has lapped up 52 percent of the lo-cal market, according to researchers ACNielsen, with annual sales of 30 million cans. The brand has been backed by a yearly marketing budget of $14 million, of which advertising is the major part.
W/Brasil was selected in accordance with the brand's policy of working with local agencies. Other agencies contesting the account included Duailibi Petit Zaragoza Propaganda, Sao Paulo, and Neogama.
Copyright January 2001, Crain Communications Inc.