For a country with the largest number of black people outside of Africa, Brazil was really behind in terms of diversity in communication. Black people represent 56% of the population, but their presence in advertising represents only 16%.

We’re talking about the majority of the population not recognizing itself in ads that should be appealing to them - and, consequently, not feeling connected to the brands that are being advertised.

Devassa is a beer created specifically for the Brazilian consumer, and even changed its recipe to adapt to the needs of the tropical lifestyle of many people in our country.

Considering that Devassa is a brand that sells mostly in the North/Northeast, regions with the biggest percentages of black people in Brazil, we needed a lens that really connected us to our consumers.

Our communication had been focusing on being tropical, but we still had a very generic communication, seeming like we were talking to any country but ours. So we decided to go after the real meaning of being Brazilian Tropical Beer, targeting people who actually create our tropical culture through talent and creativity.

We created a communication platform that had one of the most challenging goals ever: to redirect all of our brand efforts towards the black community.

Our concept was Tropical Creativity: “tropical” was our first concept, considering the formula of our product and its main selling markets, but we saw potential for differentiation in the creativity that brings tropical to life, and in the protagonism of those who create.

Through this, we changed the way we communicated, and made Devassa part of the culture and the biggest partner of the people who built it.