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Beerworkers Archive


Post date: 09/06/2011 - 17:07

New Beer Can

Wouldn't life be much easier if someone came up with an idea to replace old fashioned ring-style-stay-on-tab beer cans for a more practical (and greener) way of enjoying the world's most popular drink? Thinking of that, Brazil's AmBev - a subsidiary of Belgium-based Anheuser-Busch InBev - requested one of the country's top advertising agencies to orchestrate a campaign in order to mark the launching of its first easy-to-open beer can that transforms into a drinking cup when the top is removed.

Wouldn't life be much easier if someone came up with an idea to replace old fashioned ring-style-stay-on-tab beer cans for a more practical (and greener) way of enjoying the world's most popular drink? Thinking of that, Brazil's AmBev - a subsidiary of Belgium-based Anheuser-Busch InBev - requested one of the country's top advertising agencies to orchestrate a campaign in order to mark the launching of its first easy-to-open beer can that transforms into a drinking cup when the top is removed.

The new design was created for AmBev's top brand Brahma, and it will be unveiled in Brazil this Saturday. After conducting monthly researches with more than 2,500 consumers, AmBev's innovation team noticed a public interest in a way of drinking beer that could combine both the experience of drinking from a cup plus the convenience of the can. Based on the feedback they got from consumers, they created a can called Brahma Copaço (Brahma Big Cup), which will be available in 12 fl oz size cans in most of Sao Paulo's supermarkets beginning tomorrow.

Besides its nuts and bolts look, the eco-friendly Brahma Copaço will also help in reducing waste at sporting events, hence the decrease in the use of glass and plastic at stadiums.

As for the marketing campaign to promote its newest product (which was created by the Africa agency,) AmBev opted to go for the idea of a "wedding" between the beer can and the cup, freely inspired by Prince William's and Catherine's royal wedding. The campaign consists of two parts. In the first part, a teaser with several references to the British event of the decade premiered on August 25, in which a regular can of Brahma beer (the royal) and a glass cup (the commoner) are treated as celebrities, even with speculations about the can possibly being pregnant.

The second part of the campaign begins tomorrow, with the release of a short-movie detailing the milestones of the relationship, the planning of the wedding and the subsequent "birth" of Brahma Copaço.