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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Itaipava Launch Innovative Glasses with Bottle Openers on Their Stems

14/02/2023
Advertising Agency
São Paulo, Brazil
149
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The partnership between the beer brand and the specialised chain takes place through a creative initiative signed by WMcCann

Itaipava, a Brazilian beer brand that belongs to Grupo Petrópolis, presents another novelty designed especially for consumers during carnival: glasses with bottle openers on their stems. The collection is exclusive and goes on sale across the country in February. To tell this story in line with the repositioning, the brand brings an essay signed by photographer and director Rodrigo Maltchique, recognised for his multidisciplinarity and iconic works.

For Danielle Bibas, vice president of marketing at Grupo Petrópolis, “This partnership brings together two Brazilian brands that perfectly portray the summer – the season of the year that is the face of Itaipava. This collaboration comes at a very special time for the brand, which has been expanding its communication with the public, now bringing a new experience to Brazilian consumers. The glasses look great, they are a must-have accessory in the summer, just like bottle openers. We bring together the best of both worlds,” she commented.

According to Caito Maia, founder of Chilli Beans, summer is the ideal time to unite two brands that represent youthfulness, innovation and the Brazilian spirit. “We wanted to put a little pepper in the beer that is the face of summer! That’s why we launched a differentiated product that combines style, protection and versatility, to make life easier for master brewers, or simply for those who are going to celebrate Carnival in the streets of the whole country”, he commented.

The partnership between the beer brand and the specialised chain takes place through a creative initiative signed by WMcCann. “Itaipava's project with Chilli Beans came from the desire to expand the beer audience, opening space for the brand in other territories. We worked point by point in this partnership so that the result was achieved and aligned with the aspirations of the brands. Finally, to portray this story, we invited Maltchique," says Alessandra (Lelê) Pereira, creative director at WMcCann.

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