Marca puts all focus on delivery and launches new actions on social networks.
Since its launch almost five years ago, Cerveja Rio Carioca has guided its communication in humor and opportunity. They are weekly pieces, sometimes daily, that only during the pandemic made the reach of the brand grow more than 4,600% on social networks.
According to Luiz Eduardo Vieira, Founder and General Director of Rio Carioca, “the strategy of focusing our communication on the final public, always with humor, opportunity and making noise, proved to be correct, even now, that delivery has become the main distribution channel. ”
All brand communication since the beginning of the quarantine has focused on increasing delivery through major market players.
With that, the distribution of Rio Carioca gained national strength, which was a desire of the brand for a long time, since the repercussion of communication has always been national and even international.
In partnership with film producer Polvo Content, director Gustavo Tissot, and audio producer Nova Onda, 11:21 created a commercial that plays with the typical communication of quarantine times.
They are sad people, looking out the window, at nothing, without hope. Letterings say it is difficult, but we will win. Everything is stopped, but we will win. The images show closed bars. And the lettering remains on the same line:
Everything is closed, but it will open.
All of this happens with a sad track, images in PB, it seems that the brand has given up humor.
When the letterings of the film say that "it is difficult, but it will open", he adds that "you can open today" and the actor who was sad looks surprised. The black and white image is colored and the lettering then gives the solution: Ask for delivery and open your Rio Carioca today.
The film's signature plays with the concept of the brand saying that “there is no virus that holds the spirit of Rio”.
According to Gustavo Tissot, commercial director, “I have always been a fan of Rio Carioca communication. When the opportunity to work with the brand came up, we were very excited because we knew it would be an original and fun project. The entire filming was remote, with scenes in São Paulo and Brasília, respecting the quarantine. ”
In the posts of opportunity, which continue at the same pace and with the usual humor, the novelty is a new graphic face, an even simpler layout, which further values the title, star of the campaign since its inception, and the packaging.
According to Gustavo Bastos, CEO, and CCO at 11:21, “it was time to renew the noise we make for the brand”.
Creation: Gustavo Bastos
Service: Diego Crisostomo
Media: Rodrigo Sani
Film Production: Polvo Content
Direction: Gustavo Tissot and Dimi Lucho
Director of Photography: Leonardo Maestrelli
Additional Photography: André Miranda
Executive production: Ana Maitê Frolich
Customer Service: Bruno Meira
Production: Pedro Metz and Lao Cabrera
Assembly and Color: Dimi Lucho
Filmed inside the #Octopus of Polvo.
Sound production: Nova Onda
Music production: Passarinho
Conductor: Teco Fuchs