Brazil is recognized for being the country of soccer. A country that brings stars to the world like Pele, Romario, Ronaldo and Ronaldinho. In 2014, the World Cup returned to the country after more than 60 years. Brahma, official sponsor of the World Cup and the Brazilian National team, needed a campaign to strengthen its link with the national team. And to increase awareness of its sales and products. Our strategy was create a special project to show that its passion was much more than talk. It was in its essence. And we wanted to represent this also in the bottle.

We've created Brahma Selecao Especial, the first beer with barley planted, grown and harvested at the Training Center of Brazil national soccer team: Granja Comary. A limited edition comes to life from this sacred soil, with the history of our team as its main ingredient. If we’re putting the team’s essence into the bottle, we had to do the same on the outside as well.
First, we redesigned the bottle inspired on the World Cup trophy. To celebrate the elegance of a five-time-world-champion soccer, we gave the packaging the color of the team’s gala uniform: black. Every design element of the bottle was highlighted with the color that best symbolizes our victories: gold. Such a special story could only be signed by the man who best understands our team: Luiz Felipe Scolari. Finally, the communication of the product’s launch used a font based on the barley’s anatomy, which was used in all project’s communication.

A video telling the entire project ( https://vimeo.com/97146904 ) was launched with a website and was the 7th most viewed commercial in Brazil on the first month. We created a launch only for our social media followers with 2014 numbered special kits and sold out in less than a week. Selecao Especial attracted the attention of the media before the begining of World Cup generating more than 800k dollar in spontaneous media and 150k shares on social networks. A huge success for AB-Inbev.