Paraguay is a very hot country. For several summers now Brahma, a light and refreshing beer, has declared war to the Paraguayan heat and the constant power outages suffered in the city of Asunción and surroundings. In the Summer of 2020, the brand raffled electric generators. In 2021, it raffled several summer pools.

After announcing in January 2023 that it would take care of the heavy electricity bills of the Paraguayan summer, at the beginning of March the brewery encountered two challenges: the fact that no matter how much Brahma pays the bill, many homes are left without electricity for chill their beers and at the same time, one of their new star products of the season, Grapefruit Brahma, was facing some reluctance to trial for being a somewhat innovative product for the more conservative beer target.

In a context of suffocating power cuts, how do you get the public to give Grapefruit Brahma the opportunity it deserves? Simple, cold beer kills hot beer. In a mega sampling action, Brahma created its own emergency logistics system for people with hot beer in their out-of-electricity fridges. In record time The Beer Swap delivery could reach any part of the city where there was a power outage, exchanging hot beers of any brand for a free ice-cold Grapefruit Brahmas to all those thirsty drinkers who asked for them via WhatsApp.

Brahma is a light and refreshing beer, whose purpose is to lighten the life of young Paraguayans from 20 (legal drinking age) to 29 YO.

Summer is one of their most enjoyed moments of the year: parties, pool, friends, vacations. However, every year it arrives with the same problem: power cuts generated by the excess of cooling equipment.

This target likes to try new products: they are constantly looking for new experiences. That is why every year Brahma offers innovations: in this case it took a chance with the first flavored beer on the market, but it seemed way too innovative for them which still preferred to consume one of the many brands of traditional beer.

Product tests showed that those who dared to try it were very satisfied with its flavor.

So, we turned an energy crisis into a business opportunity, generating an impossible to reject product trial.

On March 16th we began our digital communication, announcing that our service would begin on Saturday for all those Paraguayans who suffered the warming of their beers due to power outages.

The next day we activated mentions on TV in news and sports programs. An advert truck also drove the streets of the metropolitan area, and billboards were activated too.

In the following days, while the logistic was active responding to WhatsApp requests and thus serving as advertising itself, we launched an advertorial in the most important newspaper in Paraguay, and we activated influencers on Twitter and Instagram, following the digital campaign. Buzz grew rapidly on social media, and our emergency delivery system covered all the out-of-electricity zones.

During the campaign period there were power cuts in more than 30 neighborhoods, and our sampling reached all of them, exchanging warm beers of any brand for cold Grapefruit Brahma.

We exceeded our sampling target by 25%: we were asked for more Grapefruit Brahma than we planned to give away, and of course we agreed to let more people try it. We even make some Paraguayans want their power cut off to ask for Grapefruit Brahma.

We managed to increase the buzz on Social by 1,500% versus the average number of mentions for the month.

In the period that the campaign was active, orders from customers (sell-in) increased by 180,7% compared to the same period of the previous month (2nd half of March 2023 vs 2nd half of February 2023).

We run out of Brahma Pomelo: we went from having a stagnant product to selling it all.