FCB Brasil Wins Heineken Non-Alcoholic Beverages Account

Bruno Piccirello, Ricardo John and Eduardo Picarelli

FCB Brasil has just won the HEINEKEN non-alcoholic beverages account. The win comes as a result of the focused work conducted by the agency’s creative and strategic team. FCB will be responsible for the entire communication of the brands Itubaína, Viva Schin and Fys.

“The soft drinks market is one of the largest and most representative in the country. We are very excited about this win,” celebrates Ricardo John, FCB Brasil CEO and CCO.

FYs is the first soft drink created and developed by the HEINEKEN Group in the country. The beverage was launched in 2019 with a regular and a zero calorie version, offering at least 29% less sugar than the market average, in 350 millilitre and two liter bottles.

The brands Itubaína and Viva Schin were created in the 1950’s in the city of Itú, state of São Paulo, and carry an emotional bond with Brazilian consumers. Itubaína’s product portfolio currently has the flavors guaraná, apple, tutti-frutti, original and zero, in sizes of 350 ml, 355 ml, and two litres. Viva Schin comes in sizes 250 ml, 350 ml, and two litres, in the flavors orange, citrus, cola, guaraná and guaraná zero.

HEINEKEN began operations in Brazil in 2010, after acquiring the beer division of the FEMSA Group. In 2017, HEINEKEN acquired Brasil Kirin, and became the second largest player in the Brazilian beer market. Headquartered in the city of São Paulo, the company is a subsidiary of HEINEKEN NV, Europe’s largest beer manufacturer.

This is the third new account that FCB Brasil wins this year, following Plenitud (Kimberly-Clark) and Boeing