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The new commercial explains how
the concept 'well beered' can apply
to everything in life
of Mainstream Marketing. The campaign's
innovative approach emphasises the
rigorously selected ingredients, unhurried
15 day brewing process using special yeast
developed by the Doemens Institute in
Germany, and extra-cold storage below
0°C, which guarantee the sublime flavour,
creamy head and refreshing taste that
only a well-brewed, or well-beered, Kaiser
can deliver.
The 'Beer well Beered' campaign goes
beyond TV, including internet, radio, print
media and outdoor billboards, as well as
point-of-sale and soccer platforms.
In parallel, the Company launched an
internal campaign to ensure employees
are knowledgeable about the new Kaiser
positioning, as well as the quality and
great taste that have contributed to the
brand's success.
Also, to engage stakeholders from sales
to trade, an exclusive engagement
programme has trained over four
thousand people around Brazil, and
incentives plans are in place to keep
the momentum among the entire the
sales chain. K
The distinctive letter K clearly
differentiates the renewed
Kaiser branding
