Positioning a beer with plenty of Ginga
International beer giant InBev is taking Brahma, billed as Brazil's best-selling beer, global this summer, and the brew's U.S. launch is backed in part by an engaging 56-page booklet called the "Brahma Sutra"-a guide intended to help those seeking to connect with "ginga, a Brazilian philosophy and approach to life," according to Hispanic agency L?piz, part of Leo Burnett Worldwide. The pocket-size "Brahma Sutra," distributed with the product and also available at selected clubs and bars, "provides insight on how one can clear one's mind to enjoy Brahma and how Brahma delivers flavor, rousing one's inner ginga," the agency explains. "The philosophy of the Brahma includes: teachings for the body (Brahma positions), mind (Brahma wisdom) and the soul (Brahma equilibrium)." Which is to say, the booklet "captures the essence of Brazilian life without the cliched themes of Carnival, women, soccer and the beach," claims L?piz CCO Laurence Klinger.
Client: InBev Agency: L?piz, Chicago ECD: Laurence Klinger AD: Marco Ponce CW: Rogerio Baran Producer: Adine Becker Photographers: Mauricio Nahas, Marco Ponce Illustrators: Speto, Chris Silas, Tina Berning, Graziella Mattar