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AB InBev’s Brahma Beer Brings All its ‘Creaminess’ to Barbecue Meat

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Developed by Africa in partnership with Wessel, the 'brahminha' cut of meat offers zero waste for 100% enjoyment

AB InBev’s Brahma Beer Brings All its ‘Creaminess’ to Barbecue Meat

The Brazilian barbecue is popular worldwide. There are famous cuts, such as Sirloin Cap, Rump skirt, and flank steak. But there was a one still missing.

Brahma beer's creaminess is unmatched by any competitor. And as the country’s most popular beer, also commonly seen at barbecue gatherings, it decided to surprise its consumers by launching ‘Brahminha’. The name, which blends the word ‘Brahma’ with ‘Maminha’, a Brazilian specific meat cut, might give the impression that the product is a beer-based sauce or seasoning, but don’t be fooled. ‘Brahminha’ is the newest meat cut in the market. A tender, creamy, juicy, and mouth-watering one, just like the beer.

Conceived by ad agency Africa, the idea was developed in partnership with Wessel, a traditional and renowned meat brand which helped to make ‘Brahminha’ a unique product by crafting a Short Rib that is different from the traditional ones: it is bone-out, bringing even more tenderness and allowing its complete consumption, so that a 100% of this exclusive cut can be served and enjoyed, avoiding any waste. 

With the initiative, Brahma innovates and becomes part of the Brazilian culture – once again – at the same time it promotes its main functional feature: the beer creaminess. All of this while valuing everything that a barbecue can provide for people, whether it’s a good time with friends and family or just an excellent gastronomic experience.

Recently, Brahma’s launched the ‘Foamy Haircut’, a perfect hairstyle that resembled a glass full of beer - golden liquid below and white foam on top - which was adopted by several soccer players, influencers, and people who have gotten into the hype. In addition to football, with ‘Brahminha’, the beer is now gaining territory in barbecue, another Brazilian cultural aspect, which is also a passion point for the brand. 

"We are always looking for new ways to do more than conventional advertising. We already knew that Brahma and barbecue went along very well, so we decided to get both together for real. We reached for Wessel, that helped us with the new cut, and we took the proposal to Brahma. The result was ‘Brahminha’, a product that combines the brand's passion point with all its creaminess", says Heloisa Pupim, ad agency Africa’s client services director.

‘Brahminha’ is available at supermarkets in the city of Sao Paulo and Rio de Janeiro, Brazil.

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Client

Client: Ambev


Agency

Agency: Africa

CCO: Sergio Gordilho

ECD: Matías Menéndéz, Philippe Degen, Felipe Cury, Raphael Quatrocci

Creative Directors: Nicholas Bergantin, Rodrigo Adam, Henrique Martins, Raphael Santos, Marcelo Bruzzesi

Creative Team: Nicholas Bergantin, Rodrigo Adam, Bruno Reis e João Corazza

COO: Carolina Boccia

Client Services: Heloísa Pupim, Rafael Marques, Vivianne Santos, Nathan Neupert e Mariana Maximiliano

Media: Victor Berto, Caroline Richa, Samuel Teles, Isadora Ribeiro e Pablo Maia

Planning: Aldo Pini, Fernanda Oliveira, Mariana Crepaldi, Douglas Avezum e Lindsey Sant’Anna

Special Projects Director: Juliana Leite

Special Projects Manager: Lica de Souza

Agency Producers: Rodrigo Ferrari e Patrícia Melito

Production

Production Company: Sicarios

Director: Nixon e Renan Moraes

Executive Director: João Luz e Patrick Petry

Executive Producer: João Luz e Patrick Petry

Coordinator: Lindin Lima

DOP: Nixon

1a DA: Tatyana Falco

2a DA: Leila Cristina

1º Camera Assistant: Adinan Feijó

2º Camera Assistant: Daniel da Cruz

Production Director:

Producer: Lucas Gregório

Costume: Marcos Cherevek

Make-up: Kiko Moreno

Pós Produção: Guava Post

Editing: Akira

Colour Grading: Acauan Pastore

Finisher: Camila Cavalcante

Sound Production

Sound Production Company: Satélite Áudio

Musical Director: Kito Siqueira, Roberto Coelho e Hurso Ambrifi

Musical Production: Kito Siqueira, Roberto Coelho, Hurso Ambrifi, Mike Vlcek, Thiago Colli, Charly Coombes e Koitty

Finisher: Carla Cornea, Ian Sierra, Vithor Moraes, Renan Marques e Arthur Dossa

Coordenação de produção: Camila Guedes, Val Pacheco e Bruna Isidore

Production Assistant: João Piccoli


Photo Shooting

Photographer: Rodrigo Pirim

Agency Producers: Rodrigo Ferrari, Alessandra Sarilho e Carmen Castillo

Executive Production: Edinalva Farias

Food Stylist: Candida Balensiefer

MockUP: Mock10

Ambev Production

Ambev Production: DraftLine Integrada

Head of AV Production: Julia Kannebley

Integrated Executive Production: Caio Baldini

Executive Production: Karin Stuckenschmidt e Carlos Grübber

Producers: Gabi Froemming, Gabriela Ferrer e Marina Pimentel

Approval

Approved by: Daniel Wakswaser, Maurício Landi, Mariana Santos, Stefania Chaves e Camila Rodrigues

Categories: Beers, Alcoholic Beverages

Africa, Wed, 08 Jun 2022 10:58:24 GMT