Itaipava is a Brazilian beer brand that competes with giants such as Inbev, Heineken and Kirin in Brazil. With budget that is considerably smaller that the competitors’, we created a character called Verão (Summer) that, in a short time, turned into the favorite beer campaign among Brazilians. Nowadays, when people are asked about the brand that comes to mind when you say the word summer, the answer is always the same: Itaipava.

The character became so popular that it ended up being interviewed by the country’s most important late night talk show.

P.S.: A quick explanation about this campaign is relevant, since it involves regionalisms.

In Brazil, when we want to reinforce that something is really good, that it stands out, we often use the suffix ‘ão’. Example: Carro/Carrão (car), Goleiro/Goleirão (goal keeper), Feriado/Feriadão (bank holiday).

Vera is a woman’s name in Brazil, and, by coincidence, when we add the suffix ‘ão’, it becomes the name of the season Verão (summer), which is the most joyful and most important regarding beer consumption.

It may seem complex, but the understanding is immediate for Brazilians.