Reflecting Brahma’s smoothness through unique hair styles

AfricaDDB | Brahma

Unexpected: Beer and Brazilian football have a rocky past. For years, the sale of alcohol at stadiums has been banned and booze brands have been forbidden from sponsoring team jerseys. AB InBev brand Brahma is one of Brazilian football’s biggest sponsors, and needed to find a new way to insert itself into gameplay while ​​communicating two key product attributes: smoothness and foam.

Within two weeks of launching, the Foamy Haircut hit the brand’s annual mentions and engagement goal, with 264,288 mentions, 91% of which were generated organically.

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