CREATION
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Sagres

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SCOPE OF WORK:

Integrated Campaign
Advertising

THE CLIENT:
The relaunch campaign of Sagres brand in Cape Verde was based on local insight, which only makes sense for those living in the archipelago. It's common to hear “Dá un Noiva” on the island's cafeteria and tavern counters. What they refer to as “Noiva” (meaning: bride) means “a very cold beer” that, when it comes out of the freezer and into contact with the scorching heat, it gains a white frost around the bottle. The main objective of the campaign “Sagres, the Bride of Kabu Verdi” was to recover the proximity that Sagres had in the past with Cape Verdeans, through the appropriation of a concept and a local technique very cherished and valued by the people of Cape Verde.