UK: InBev launches Brahma push in UK

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InBev UK is launching its first advertising campaign for Brazilian premium lager Brahma in September as part of a GBP5m support package behind the brand this year.

The nationwide poster campaign - supported by a national magazine campaign in such titles as NME, Q, Time Out, The Guardian and The Times, in addition to Independent supplements - is the result of a collaboration with a Brazilian artist, Speto. Brahma will also feature on The Times, The Telegraph and The Guardian websites.
The campaign follows Brahma's introduction to the UK in May, as part of a global rollout of the brand, and coincides with its roll-out into all take-home sectors, InBev said today (9 September).

"This is an exciting time for Brahma", said Phil Rumbol, marketing director of InBev UK. "This campaign is set to raise consumer awareness and generate sampling opportunities for the brand at a time when the its availability is growing fast.

"Brahma has the credentials to tap into a growing consumer demand for imported brands. We believe Brahma has huge potential for growth and the support behind the brand will ensure that on-trade retailers are well placed to maximise its sales potential."

The campaign is set to build brand awareness with an initial burst at the end of this month for three weeks, returning for a second burst at the end of October.

Giant posters will feature across cities including London, Manchester, Leeds, Liverpool, Glasgow and Edinburgh. Poster sites include national railway station platforms, city centre phone boxes and large roadside poster sites, reaching the brand's target audience in a variety of ways. The campaign will be seen by approximately 9.5m 18-35 year olds who will each see the campaign over 20 times, the company claimed.

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