In February 2010, Devassa Bem Loura was launched. The strategy entailed entering the highly competitive Pilsner segment with a mild beer, and the objective of gaining a 3% market share in two years. It was a complete campaign, beginning with creating the packaging and following with interconnected activation, Internet and media actions. The launch campaign had teaser and reveal phases. After the teaser commercial was run, consumers, bloggers and tweeters joined together to discover who was the 'Mysterious' girl in the commercial. Three days later, the second commercial revealed that socialite Paris Hilton was the star of the campaign, and was chosen to exemplify the spirit of the brand: 'Devassa', Portuguese meaning – sexy, independent, bold, irreverent, in this context. Consequently, the campaign made big waves in the media, with news in the main newspapers and magazines, on TV programmes and sites, thousands of views on YouTube and intense Twittering.

The launch had three phases: teaser, reveal, and Paris in Brazil. The teaser commercial began to run on Sunday, February 7, showing a mysterious blond and inviting people to access a site, with a keyhole and an invitation to tweet with #bemmisteriosa. The more tweets, the more the keyhole revealed. On February 10, after over 44,000 tweets, the keyhole revealed Paris Hilton. On the same day, the commercial that revealed Paris Hilton went on TV, along with magazine and radio ads, and also with the press conference by Schincariol executives who revealed that Paris was coming to Brazil for Carnaval. On Friday, February 13, Paris Hilton landed in Rio to spend Carnaval in Brazil. The coverage given by magazines, newspapers, blogs, and sites, during all of the phases, was enormous.

The campaign had a big impact and Internet participation via Twitter, YouTube, blogs and sites. There were 44,994 tweets to #bemmisteriosa; one million views of one site (Paris Hilton Ad/Devassa Beer); it was the 36th most watched video in the WORLD in March (Entertainment Category), the 3rd best video, the 10th most commented on, and the 6th most favorited on YouTube (Entertainment Category); on Google, the growth of searches for Devassa (Brazil) – Food and beverage – over the last 30 days reached 2,450%. The campaign’s repercussion during the entire period generated approximately U$ 11.930.101,00 in spontaneous media, including covers of the main newspapers and magazines and many positive articles by a number of their columnists and TV interview programs (Globonews – 27 minutes). Today, the brand is among the 10 most remembered and preferred by the public, and has achieved all of its communication objectives.