Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Sagres Recovers the Tradition of Taverns with the Launch of New Sagres Mista

Brand: Sagres

Campaign: Sagres Mista Launch

Source: https://www.imagensdemarca.pt/artigo/sagres-recupera-a-tradicao-das-tascas-com-o-lancamento-da-nova-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.

Portugal

Sagres brings more Portuguese Soul to the new music video by Bárbara Bandeira

Brand: Sagres

Campaign: Collaboration with Bárbara Bandeira for ‘Manel’

Source: https://www.imagensdemarca.pt/artigo/sagres-leva-mais-alma-portuguesa-ao-novo-videoclipe-de-barbara-bandeira/

Goal: To express Portuguese soul through a modern approach

Media: Music video

Summary: Sagres collaborates with Portuguese artist Bárbara Bandeira for her new music video 'Manel', which showcases the brand's iconic Sagres Mini beer while celebrating Portuguese tradition through a contemporary narrative. The video was shot in Alentejo, linking the brand to the region's culture, and highlights the song's themes of love, longing, and hope, enriched by a women's choir representing collective voice and memory.

music collaboration Portuguese culture