The campaign was based on repositioning the brand in Brazil reinforcing the already existing values: kindness and proximity and adding to them new values such as rejuvenation and upgrade of the brand, rousing desire, show the beer in pleasant situations.The communication goals were focused on 3 stages:1) The consumer chooses the theme: and they chose women2) Famous people would transfer credibility to the brand: 4 famous soap opera actors have been hired to represent the brand.3) Women as a synonym of Kaiser: object of desire of our target: men.It brings to the brand: charm, admiration, desirability and social acceptance.This last topic is what gave the media team the chance to create/contribute, because the other items were already covered. VIP Magazine has been chosen to participate of this case because it is a publication that tackles seduction as its main subject with no appeal to the characteristic nude as most male magazines and this kind of positioning was important to Kaiser as we needed to rejuvenate, upgrade and make the brand sensual.

The basic idea was sponsoring some issues of the magazine including in its editorial the idea Kaiser = sexy women. 1st stage:The first appearance was in the issue of the “100 sexiest women” – an issue where the readers vote for the most desired women in the world. Because of this project, the magazine made a special cover format as a flap of 4 pages so that in the back cover we would place an advertisement created especially for the “100 Kaisers” of that issue.Besides that, Kaiser stamps were placed on the pages of the 100 sexiest special plus the exhibition of an ad created especially for the 3rd cover of the issue.2nd stage:Sponsorship of the VIP calendar (inserted on the issue of Jan/02) with photographs of the models who participated in the commercials of the Kaiser campaign, with special ads on the 2nd cover plus 3rd page and 4th cover of the calendar linking the Kaisers – the beer and the women in the calendar, besides the Kaiser stamps in each month of the calendar.3rd stage:Sponsorship of the Superguia da Noite (a guide with the best places to drink, eat, dance and flert in São Paulo and Rio de Janeiro) with ads on the 2nd cover plus 3rd page, 3rd and 4th covers talking about bars where you can find the best Kaisers (beer and women).ResultJoining the media magazine and the campaign we have increased the exposure of the brand and helped the theme Kaiser = sexy/beautiful women go public.The results on the worked items were (in 6 months):Upgrade: 68% to 77%Desirability: 20% to 34%Rejuvenation: 11% to 42%Proximity: 48% to 63%Brand awareness: 6,3% (9th position) to 21,9% (2nd position)Preferred Advertising: 2,5% to 8,2% The contribution of the media team was fundamental to this project because in Brazil almost all the investment of brewery is focused on television.Kaiser was the 4th brand in Brazil having as competitors big beer companies such as Brahma, Skol and Antarctica which hold 75% of market share.In order to compete with them all the campaign was based on 8 films and all the budget was focused on television.

The communication goals haven’t taken into consideration the inclusion of no other media due to the focus on the TV campaign.The whole idea was created by the media team. This submission is special because the idea of including another media was not enough, it was necessary to create a special package which would generate involvement and that would contribute with the communication goals.If there was not such a thing Kaiser would have chosen to keep focusing all the budget on television.The context of the campaign was based on repositioning the brand in Brazil reinforcing the already existing values: kindness and proximity and adding to them new values such as rejuvenation and upgrade of the brand, rousing desire, show the beer in pleasant situations.The campaign has used famous TV actors and beautiful models and linked Kaiser beer to sexy women because according to the consumers’ choice beer campaigns combine with women.

All the campaign added to special events through the year such as parties, public relations activities, etc would be usedto associate Kaiser beer to sexy women and this project has contributed to reinforce this idea into the consumer’s mind.

This is why I believe this idea could be a winner.

The contribution of the media team was fundamental to this project because in Brazil almost all the investment of brewery is focused on television.Kaiser was the 4th brand in Brazil having as competitors big beer companies such as Brahma, Skol and Antarctica which hold 75% of market share.In order to compete with them all the campaign was based on 8 films and all the budget was focused on television.

The communication goals haven’t taken into consideration the inclusion of no other media due to the focus on the TV campaign.The whole idea was created by the media team.