Blog: Chris Brook-CarterBrazil - fight, fight, fight.

Chris Brook-Carter | 21 April 2004

The recent Brazilian beer market has been an entertaining lesson in trench warfare. AmBev and Schincariol’s battle for market share never ceases to fill us with wonder and awe. Throw in Molson, 23% of who’s gross sales last year came from Brazil, and commence aux festivales.

The latest twist, however, has set the scene for a summer of attrition.

Last month, AmBev launched a television commercial featuring one of the country’s most popular music stars, Zeca Pagodinho, enjoying the company’s flagship Brahma lager, and singing that he had returned to his true and only love.

Six months earlier, however, Pagodinho had featured in Schincariol’s ad campaign. He was still under contract to Schincariol when the AmBev ad was aired.

Schincariol’s reaction to the AmBev advert was typical of the “hit ‘em where it hurts” style of the Brazilian beer market. It ran a television advert featuring three friends, one of which was a double of the pop star, discussing how much money it would take for them to change their beer preferences. When the figure reaches $3m, the doppelganger says that he would do anything for that kind of money. In the background, a board advertises “Today’s special: traira.” Traira, a Brazilian fish, is also slang for ‘traitor’. Naturally, Pagodinho quickly took the company to court.

With beer sales in Brazil set to fall this year, thanks to a sluggish economic environment combined with cooler-than-average weather, expect the war to get uglier before it gets prettier – if that’s possible.


BLOG

Make way craft, here come the indie brewers

Could it happen? According to this report, a section of the beer community wants to ditch the word craft. They prefer instead the term “Indie” for brewers they believe follow the enlightened path of t...

BLOG

Kent's dire warning puts Coca-Cola woes in the shade

The global elite were in Switzerland last week for the World Economic Forum in Davos, the annual corporate huddle for the rich and powerful. The CEO of The Coca-Cola Co, Muhtar Kent, was there too, de...

BLOG

PepsiCo wakes up and smells the latte

With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, sl...

BLOG

Coke Life threatens Coca-Cola's united front

It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which for the first time ties all of the Coke family ...

just-drinks homepage



Forgot your password?