Welcome to the automated Brand Tracker diaries.
New: DraftLine and Brahma Reach Out to Younger Generations
Source: https://www.adlatina.com/publicidad/draftline-y-brahma-se-acercan-a-las-generaciones-mas-jvenes
Goal: To connect with younger consumers and introduce sweet beer options
Claim: Smooth, refreshing, and (why not?) sweet
Media: Television, outdoor, streaming platforms, and social media
Summary: The campaign was developed for the launch of new sweet beer flavors, lemon and grapefruit, as Brahma seeks to attract younger consumers. DraftLine emphasized the importance of creativity to quickly convey the novelty, with the campaign featuring various media channels to promote the product.
From New Genre to Beer… Only to Graduate from Alcohol: The ‘Tragedy’ Happened After the 2023 Alcohol Tax Reform, Why Suntory Aims for the Affordable ‘Daily Beer Market’
Source: https://www.advertimes.com/20261001/article559521/
Goal: To establish a foothold in the Daily Beer market.
Summary: Suntory is transitioning its 'Kanmugi' brand from a new genre to a standard beer in response to a 2023 tax reform that equalized the tax rates for beer and low-alcohol beverages. With the new pricing strategy, Suntory aims to attract consumers who previously bought new genre products to their 'Daily Beer' market by introducing three products at competitive price points. This strategic shift comes after insights gained from the tax reform indicated that merely reducing the price of beer would not automatically lead to an increase in beer consumption.
Why Now, Kasumi Arimura? The Intent Behind Kirin’s ‘Ichiban Shibori’ New CM
Source: https://www.advertimes.com/20261001/article559510/
Goal: To expand the appeal of beer and celebrate its enjoyment
Claim: Beer is the best after all.
Media: Television
Summary: Kirin Beer launched a new TV commercial for its revamped 'Kirin Ichiban Shibori' beer, featuring actress Kasumi Arimura. This marks her first appearance in a beer commercial. The campaign aims to convey the excitement of enjoying beer amid changes in alcohol taxation, using upbeat music and diverse actors to broaden the beer's appeal across generations. Additional comparisons of old and new flavors will be showcased in follow-up ads.
Greene King marks arrival of Bayeux Tapestry with ‘Beer Tapestry’
Goal: Celebrate the arrival of the Bayeux Tapestry
Summary: Greene King has launched a campaign titled 'Beer Tapestry' to mark the arrival of the Bayeux Tapestry, created by the agency Pink Neon.
Tiger Beer Awakens the Tiger Within Everyone
Source: https://pub.be/fr/tiger-beer-reveille-le-tigre-qui-sommeille-en-chacun/
Goal: to awaken the inner tiger within everyone
Summary: The article discusses a campaign by Tiger Beer that aims to awaken the inner tiger in everyone, showcasing the brand's creative approach.
Stella Artois Unites David Beckham and Theo James in Campaign Inspired by ‘The Gentlemen’
Goal: Promote Stella Artois through a partnership with Netflix and tie-in with a popular series
Media: digital platforms, limited edition products
Summary: Stella Artois has launched a campaign titled 'The Gentlemen’s Serve' featuring David Beckham and Theo James, inspired by the Netflix series 'The Gentlemen: Senhores do Crime'. The campaign includes a 90-second film depicting an auction scenario and emphasizes the beer-serving ritual, along with immersive experiences and limited edition products.
The Perfect Pour of Stella, According to the Rules of The Gentlemen
Goal: To educate on the proper serving ritual of Stella Artois while integrating it into the narrative of The Gentlemen series.
Media: Film series, social media, market activations
Summary: Stella Artois and Netflix collaborate on 'The Gentlemen’s Serve,' a campaign integrating the proper beer serving ritual into the storyline of The Gentlemen series. The initiative features actors Theo James and David Beckham in a narrative that elevates the beer ritual to a dramatic context, showcasing decision-making that alters power dynamics in the show's world. The campaign is the first brand partnership related to The Gentlemen series and targets multiple global markets, indicating a new commercial use of Netflix titles beyond standard advertising.
Liquid Death and Garage Beer launch campaign with Jason Kelce
Source: https://www.resume.se/marknadsforing/kampanj/se-taylor-swifts-svager-pissa-i-en-burk/
Goal: Raise awareness about water usage in data centers
Claim: AI data centers waste millions of gallons of water
Summary: Liquid Death and Garage Beer have launched a campaign titled 'We want your pee' featuring Jason Kelce. The campaign uses humor to highlight the issue of high water consumption by data centers while encouraging viewers to send in their urine. The initiative stems from growing criticism against the construction of data centers in residential areas due to their water usage.
AB InBev wants beer back at the centre of the conversation
Source: https://www.marketing-interactive.com/ab-inbev-wants-beer-back-at-the-centre-of-the-conversation
Goal: Celebrate beer's role in culture and social connection
Claim: Beer is universal and woven into cultures and communities around the world
Media: Global brand film
Summary: AB InBev has launched a global campaign titled 'Cheers to beer' to celebrate beer's enduring cultural significance and its ability to bring people together. The campaign, developed with Wieden+Kennedy, features a global brand film and is timed ahead of International Beer Day. New research indicates that beer remains the preferred choice among alcohol consumers, reinforcing its relevance as consumer preferences evolve.
Ads of the Week: 9 Campaigns That Caught Our Eye, From Heineken to Goldfish
Goal: Celebrate International Beer Day and connection
Claim: Clinking bottles say more than words
Summary: This week's notable ad campaigns focus on connection, with Anheuser-Busch celebrating International Beer Day through its 'Cheers to Beer' campaign by Wieden+Kennedy, emphasizing the significance of a simple clink of bottles in conveying deeper messages.
Sagres Recovers the Tradition of Taverns with the Launch of New Sagres Mista
Goal: Revive a traditional Portuguese beer ritual with a contemporary twist
Claim: Traditions remain alive and relevant when they evolve over time
Media: Online survey, product packaging
Summary: Sagres has launched a limited edition beer called Sagres Mista, inspired by the Portuguese tradition of mixing golden and dark beer. Introduced on International Beer Day, this product aims to blend the freshness of a golden beer with the intensity of a dark beer, featuring a 4.7% alcohol content. The packaging design reflects traditional Portuguese taverns, inviting consumers to share their views on the cultural significance of these spaces.
Cheers to Beer
Goal: To celebrate beer as a drink and the moments associated with it.
Claim: To a future with more cheers
Summary: AB InBev celebrates International Beer Day with a global campaign titled 'Cheers to Beer', created by Wieden+Kennedy. Instead of promoting a specific brand from their portfolio, the campaign focuses on celebrating beer as a beverage and the social moments connected to it. The film features various scenarios like first dates and family gatherings, accompanied by instrumental music and the sound of toasts. It follows the previous campaign 'Let's Grab a Beer' from 2021, reinforcing beer's role in bringing people together.
AB InBev Cheers to Everyday Moments in Its New Global Campaign
Goal: Celebrate everyday moments with beer
Claim: Cheers to Beer
Media: Video
Summary: AB InBev's new campaign 'Cheers to Beer' celebrates moments shared across different countries and generations, positioning beer as a regular part of celebrations and everyday gatherings. The campaign emphasizes the ritual of toasting, and follows the previous initiative 'Let's Grab a Beer' from 2021. While it promotes beer as a category rather than a specific brand, the campaign showcases AB InBev's wide variety of beer products and reflects consumer trends towards premium and alternative beverages.
AB InBev Toasts Beer’s Enduring Relevance as Sales Regain Fizz
Source: https://www.adweek.com/creativity/ab-inbev-toasts-beers-enduring-relevance-as-sales-regain-fizz/
Goal: To celebrate the cultural significance of beer and boost sales
Claim: To a future with more cheers.
Media: Television
Summary: AB InBev's new campaign 'Cheers to Beer', created by Wieden+Kennedy, aims to celebrate the unifying nature of beer as sales recover. Following the success of 'Let's Grab a Beer', the ad showcases people from various cultures toasting with AB InBev beers, highlighting beer's role in celebrations and connections. The campaign coincides with research showing beer gaining market share against alternatives.
With Azerion and Dentsu: Brau Union Promotes Stibitzer with DOOH Gamification Campaign
Goal: Promote Stibitzer beer
Media: DOOH
Summary: Brau Union is promoting its Stibitzer beer through a digital out-of-home (DOOH) gamification campaign in collaboration with Azerion and Dentsu. The campaign utilizes interactive digital displays to engage consumers and enhance brand visibility.
Well-Spent Time. Bakalář Presents a New Marketing Concept
Goal: To connect the brand to shared moments and traditions among consumers.
Claim: Good Beer, Well-Spent Time
Summary: Bakalář, the flagship brand of the Traditional Brewery in Rakovník, introduces a new long-term marketing concept that expands its existing claim 'Good Beer' to 'Well-Spent Time'. The campaign emphasizes the importance of shared moments that create new traditions and small social rituals among people, targeting a broader audience aged 18 to 45, particularly in regions where the brand is available. The shift reflects changing consumer behaviors and aims to connect with younger generations while promoting the idea that traditions can also be self-created.
Carlsberg Launches New Campaign with Classic Slogan
Source: https://www.resume.se/marknadsforing/kampanj/carlsberg-tar-tillbaka-klassisk-tagline/
Goal: Modern refresh of an iconic campaign addressing summer challenges
Claim: Probably the best beer in the world
Media: Online, social media, physical activations
Summary: Carlsberg is reviving its classic slogan 'If Carlsberg Did…' in a new campaign in the UK, aiming to provide modern solutions to common summer problems, while highlighting the familiarity and affection for the phrase among fans. The campaign, crafted with agency Fold7, will run until the end of August across various media channels.
Peroni Nastro Azzurro Brings Florence’s ‘Wine Holes’ to the United States
Goal: Promote Italian aperitivo culture
Claim: Experience the culture of aperitivo with Peroni
Media: Pop-up events
Summary: Peroni Nastro Azzurro is launching a pop-up campaign in the United States inspired by the historic 'buchette del vino' from Florence, promoting a relaxed Italian aperitivo culture with friends. The activation starts in New York on July 24, featuring chef Giada De Laurentiis and will expand to other US cities, inviting consumers to enjoy a cold Peroni alongside a special focaccia.
Sagres’ Campaign for the World Cup was the Most Remembered by the Portuguese
Goal: To encourage fans to support the National Team with genuine and emotional messages.
Claim: Live the support for our National Team with Cup and Soul
Summary: The campaign 'Together, We Live the National Team with Cup and Soul' by Sagres was the most recalled among Portuguese consumers during the 2026 World Cup, with a 71% recall rate. Sagres was recognized as the most prominent sponsor of the National Team with a 64% awareness rate. The campaign aimed to create a genuine connection with fans and garnered a positive emotional response, aligning with over thirty years of partnership with the Portuguese Football Federation.