Cold off the Press: Creative marketing in Brazil puts consumers' beer on ice

February 16, 2015
2 min read

In Brazil, Glacial beer has created an ad that promises to chill beer in half the time.

Glacial’s new ad is available in printed magazines and helps reduce the time it takes to chill a beverage. The ad comes with instructions which indicate that consumers should wrap the beer in the ad, douse it with water, and place it in the refrigerator. The ad is imbued with salt, which accelerates the freezing process as it brings down the freezing point of water.

41% of beer drinkers in Brazil said they consider a refreshing taste to be an important attribute when choosing one beer brand over another

Turning icy

Marketers are becoming more creative in launching print ads to attract the attention of readers and potential customers, who get something in return for their attention. They have added technology to printed ads that emits a wireless signal and that recharges mobile devices. Now old tricks, like adding salt to chill a beverage, are being used to make ads more interesting and useful to beer consumers.

According to Mintel’s Beer Brazil 2014 report, 41% of beer drinkers in Brazil said they consider a refreshing taste to be an important attribute when choosing one beer brand over another. So, a brand that provides an ad that helps reinforce its refreshing taste will likely attract consumer attention, especially to those who are time-pressed, forgot to refrigerate the beer in advance, or are throwing a last-minute party.

In Brazil, there is also room for marketers to take advantage of the time consumers spend in traffic as an opportunity to advertise new products. For instance, William Lawson’s whisky is using a live billboard on a high-traffic street featuring Scottish Highlander actors. Targeting consumers is key, but offering them something in return for their attention may boost engagement even more.

Carli Gernot
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