Why Amtel bet on ‘Dutch Carnival’ and Samba to grow in Brazil
Amsterdam – In the Brazilian Consumer Glass Controversy, the Amstel Strengthened the base of Dutch origin to get in front of competitors Brahma E. SchoolAs well as Ambev. Brand Heenecken GroupThat Has doubled its sales size in the last three years And joined a group of five major brands in the country, investing in the merger Kings Day – O ‘Carnival To Dutch‘ – with Brazilian culture to turn the ceremony into a marketing and sales property.
Kings Day, in the literary translation, is a national holiday in the Netherlands, officially on April 27, Monarch’s anniversary, King Gilherm Alexandre. When it falls on a Sunday, this Saturday, 26th Saturday, the ceremony is expected in a day. Thousands of people in Dutch and tourists went on the streets, especially Amsterdam, Orange Dresses, a symbol of the royal family.
The Brazilian Samba resonates in electronic beats among hundreds of vessels traveling in city canals. Amstel, as the invitation to the singer Marcelo D2 He made a real Samba wheel in Dutch waters, with musicians and guests, including a special boat. In interesting forms, many foreigners have risked a few steps to the sound of classics such as “Don’t Let Samba Die”, “I am going to celebrate” and “continue the show”.
Activation, according to Gilherm BailioHenecken Group’s Brand Experience Director, part of a wide movement to raise business and turn Kings Dani into Yamtel celebration St. Patrix Day Para a heenecken.
“Everyone has the idea of taking Samba to Amsterdam on the day of celebrating Kings Day, and thereby combined with two cultures,” Bailon said. As described, the goal is to produce PR (public relations) around the action and produce content, which is transmitted to Brazil by brand digital platforms and influences.
At the same time, in Brazil, the brewery promotes an incident that inspired from ‘Dutch Carnival’ Sao PauloWith performances, distinctive foods and Walk through the free ferry Pinhiros riverThe second year in a row. In this new edition, the media has invested in 2024.
“In addition to the event, on April 26 and 27 and May 3 and 4, there is a movement in trade, more than 250 bars from the country have been adhered to promotions to this day, as well as off-transustest,” the executive said. “With the affiliation of the Dutch Holiday, we want to strengthen the brand credentials, highlight its pure malt and source, as well as the values that are connected to free, democratic and creative spirit. In terms of business, strengthen the brand, increase its understanding and expand its understanding.”
Established in Amsterdam in 1870, the brewery was seized in 1968 and reached Brazil in 2015, with the aim of increasing the quality of major mainstream beers – a more premium touch. The latest balance of the group’s heenecken shows it Amstel is developing in this market, which is Ambev dominated.
Part of good results, according to Bainio, attributed Experiences and sponsorships. The brand uses cultural, sporting and entertainment programs to strengthen its features and extend the connection with users. Recent examples are Sao Paulo Carnival, LGBTQIA+Pride Parade, Big Brother Brazil and Commebol Libertadors.
“These are the basic areas of Amstel to invest in and strengthen the brand Brand power. Experiences have the power to conquer through the consumer’s heart, creating memories and creating emotions, only based on messages, are more effective than other types of communications. They work with the senses, conquering both mind and consumer’s heart, ”he explained.
About ‘Formula’ for a good brand experience, he describes what he calls’Experience system‘, 100% thinking of consumers’ journey. “From early communication, all contact points appear to be a message, creating expectation, and to thrill the user.”
The Heenecken Group has increased the revenue average digit and the volume is low digit by 2024. As reported as the insight testDespite Real’s inflation and value reduction, the company said its management profits in Brazil were expanding, mainly with the rebuilding of the supply chain. As part of this strategy, the company has announced that it is still on the schedule of launching a new brewery in Pasos in Minas Garies in 2025.
In Amsterdam, Brazilian will attack the channels during the Kings Day during the Kings Day, and ordered the D2 party to the D2 party at the D2 party
Bet on Samba
Amstel’s Samba Platform, “Randy Roda”, Kings beyond the day. Inaugurated at the Spare Festival in Rio de Janeiro, there were continuous incidents, presence in Samba Wheels Bar, Rato Becko, and sponsorships and carnival at Anhembi Sambadrome. According to Beanio, the goal is to provide “a lot of Samba and many Amtel’s year in the hands of consumers.
Samba -focusing on the actions of the year, and this initiative is carried out in partnership Atenas.agAgency responsible for the planning, creation and implementation of action. D2 of “Come to Roda”, Marcelo D2, the curator of this new moment of the brand, direct events, festivals, immersion experiences and programs to encourage Samba’s developing artists.
“I’ve been in the market for over 30 years, I have started streaming now, I have started streaming now. When Amstel proposes to invest in the Samba universe, I have seen the opportunity to unite interests. And promoting events is an important step, ”he concluded.
- *Journalist Amstel traveled to an invitation
