Antarctica and Brahma may not be familiar names in the U.S., but combined they account for over 70% of beer consumption in this, the fifth-biggest, beer market in the world (yearly consumption: 6 billion liters, worth $3 billion). They are also the largest advertisers in most media, spending an estimated $50 million annually. By the year 2000 the stakes will be even higher, as market studies indicate that by then Brazilian beer consumption may double to 12 billion liters annually. Competition may also stiffen. Rumors abound that Anheuser-Busch, whose Budweiser is the leader of an imported beer segment that accounts for less than 3% of the total market, may sign an agreement with Brahma, either for distribution or even local production.
Some of Brazil's hottest creative shops have been drafted in the ongoing beer war. Brahma fired the first salvo in 1991 after it sacked its three agencies and hired Fischer, Justus. The agency seemed to strike the right note by promoting Brahma as 'the No. 1 beer,' using pop stars as spokespersons and sponsoring Formula 1 car races and the Rio Carnival parade here. Antarctica countered last year by hiring W/Brasil and DM-9. W/Brasil did not score with its campaign, and late in 1992 the client switched the brand to DM-9. That shop prepared a frontal assault for Carnival, a time when most Brazilians double and triple their expenditures for alcoholic beverages.
In the meantime, a low-profile campaign created by DPZ succeeded in raising the Kaiser brand's market share by 35%.
J.R. Whitaker-Penteado reports on marketing in Brazil.
Copyright Adweek L.P. (1993)