Vibrant. Colorful. Unforgettable. No single word fully captures the magic of Brazil’s Carnival with its parades, street parties, non-stop samba and elaborate costumes. This year’s festivities brought out an estimated 50 million people, and our brands, as iconic as the summertime celebration itself, were at the heart of it all.
Brahma, Beats and Guaraná Antarctica, all made locally by Ambev, led the line along with our digital direct-to-consumer platform, Zé Delivery.
“As we celebrate our 25-year anniversary, Ambev was proud to again be a leading partner in bringing Carnival to life across Brazil,” said Leandro Mendonça, Ambev Director of Events and Experiential Marketing. “Our brands created epic experiences for consumers while supporting our partners who help make this important cultural and economic moment possible.”
Brahma, our brand that’s been synonymous with Brazil since 1888, served as official beer sponsor and host for the country’s biggest Carnivals in major cities like São Paulo and Rio de Janeiro.
Brahma supported more than 80 parade groups, held surprise activations in the streets and connected with fans in 10 exclusive lounges. A peak moment was Brahma’s official opening of the doors to start Rio’s famous Sambadrome parades. A special series of cans featuring the logos and colors of the city’s world-famous samba schools commemorated the occasion.
At Carnival, Beats, Ambev’s ready-to-drink beverage introduced an innovative new flavor called Beats Red Mix, combining strawberry, blackberry and raspberry flavors. Beats paired up with Brazilian megastar Anitta for 12 high-energy concerts across the country, while in the skies Azul Airlines changed one of its famous blue planes to Red Mix red.
Guaraná Antarctica, Ambev’s classic Brazilian soda, and sugar-free Guaraná Zero, honored unique Carnival traditions in each region. The brand showed up at festivals, train and subway takeovers and at dozens of ‘blocos’ street parties.
For the first time, Zé Delivery was also an official sponsor of Brazil’s four biggest street parties where Ambev’s leading brands were served, including no-alcohol options, Corona Cero and Bud Zero.
Enhancing the consumer experience even more, Ze Delivery was there for those seeking ice-cold refreshment on the beach and at home. Revelers who ordered online from Rio’s beaches received a reusable cooler to keep their drinks chilled, Zé water trucks provided relief from the heat for fans in Belo Horizonte and giant beverage-filled ice cubes delighted consumers in other cities. And to cap off the celebrations, Zé provided coolers of free water for those who used the rideshare app “99” for a safe ride home.
Together, our brands created new and unique experiences for consumers throughout Carnival, continuing our legacy of creating moments of celebration and cheers all over the world.
