ITAIPAVA LAUNCHES NEW ONE HUNDRED PERCENT MALT EDITION

Itaipava has a premiere. It has just launched a new 100% malt edition. The presentation of the new product took place this past Thursday at the Fonte Nova Arena in Salvador de Bahia, one of the largest and most important stages of the Launch brand.

The launch campaign is part of the presentation strategy of the new product that caused a great stir in the city of Bahia. On the day of the event, the stadium was all lit up with golden lights, a reference to the summer sun. With the presence of influencers, press, authorities and guests of the brand, the event featured a great show by Thiaguinho and Jonas Esticado and was supported by a special 3D projection of the new product.

American lager style, the new packaging highlights the golden color. 100% malted Itaipava is now available to consumers in a complete line of packages: 1 liter, 600 ml and 300 ml returnable, 269ml, 350ml (sleek) and 473 ml disposable, as well as long neck packages.

“Brazilians have opted for pure malt on several occasions of consumption, both in bars and self-service. To be a pure malt beer today is to bring the main ingredients of beer closer to the consumer. Our launch puts the desire of our consumers at the heart of our efforts. We are attentive to this behavior, launching products that fully respond to the taste of Brazilians”, highlights Eliana Cassandre, Marketing Manager of Petrópolis Group.

The consultancy FutureBrand Sao Paulo was in charge of creating the visual identity, packaging, positioning and tone of voice. “For the new line, we kept the visual codes already consolidated in the market with the sophisticated touch that a 100% malt product demands. It was necessary to differentiate ourselves, but without alienating the public. Therefore, we brought a packaging that accompanies the bold personality of the new brand”, explains Pablo de Vivo, creative leader of the project at FutureBrand São Paulo.

With this production coverage in several states, distribution will be faster and more agile to serve the entire Brazilian territory. Among the new features, it will be available in all regions of Brazil until December. According to the brand, Itaipava is currently in third place in the national ranking in Rio de Janeiro.