Molson airs ad under new rules

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[Rio de Janeiro, Brazil] Taking advantage of the Brazilian Carnival ending Feb. 25 that is the country's biggest beer-drinking period, beverage giant Molson's Kaiser is airing the first major beer campaign since rules limiting alcohol advertising went into effect last month in Brazil. The law bans showing beer consumption, actors who look younger than 25 and the "erotic exploitation" of using attractive women in almost every beer commercial. Also banned are animals, animation or anything else that might grab the attention of underage consumers. Washington Olivetto, owner and creative director of Kaiser's agency W/Brasil, Sao Paulo, said he doesn't believe the rules will lead beer marketers, Brazil's biggest ad spenders, to cut budgets. "Instead everyone is trying to see the change as an opportunity, like we did," he said. Adopting a completely new tack for beer ads, W/Brasil is relaunching Brazil's No. 4 beer with a new taste developed after researching what consumers want. The campaign shows funny nightmare scenarios depicting "What if something changed without your consent?" In one spot, a guy who opts for a heavy metal tattoo is horrified to end up with a big teddy bear etched on his shoulder. Kaiser, a Carnival sponsor, will follow up with ads featuring popular Brazilians like singers and soccer players. Kaiser is trying to boost its 8.9% market share, trailing leading brands Skol (31% share) and Brahma (18%), both owned by beverage giant Ambev. QwikFIND aap37x