Content production related to alcoholic beverages in Brazil must follow a set of rules: ensure that only people older than 18 years of age will get access to the content; do not encourage the excessive consumption of alcohol; do not associate drinking and driving; do not make use of women as sexual objects; do not make use of icons (animals, cartoon characters) which may get the attention from children.

The videos of the actionwere promoted throughthe brand’s social network profile (Facebook and Twitter), through media on these social networks, besides media display atrelevant Internet portals and the content network from bloggers. Moreover, Marcelo Tas, renowned TV host, who is the poster boy for the campaign, also divulged the videos through posts in hisown Facebook and Twitter profiles.

During one month of campaign, we achieved more than 53 million impacts on the online media. On social networks, the action reached more than 13 million people in Facebook and 4.3 million people on Twitter. Kaiser’s fan page reach had a 50% increase and the PTAT – people talking about this – reached 19%. In Twitter, the increase was 95% in the profile followers. The #CortaEssa (#Cutitout)hash tag impacted 7.9 million people and the #Pressão(#Pressure) hash tag reached 1.5 million people.