Txilar, a beer brand produced by HEINEKEN Mozambique, has launched a new communication campaign centred on the product's drinking experience, in a strategy that seeks to reinforce the tagline “Desce Numa Boa”.
The campaign starts from the idea of visually representing what happens at the moment a person drinks a beer, moving away from the approach most common in the sector, often associated with parties, music and moments of socialising.
In the advertising film, the story begins at a gathering of friends. After the first sip, the protagonist is transported into a visual sequence made up of liquids, bubbles, landscapes, speed and movement, elements used to represent sensations of freshness and satisfaction that the brand associates with drinking the beer.
At the end of the sequence, the protagonist returns to the original setting, closing the experience with a reaction of satisfaction. The campaign thus aims to give a visual interpretation to the concept “Desce Numa Boa”, used by Txilar in its communication.
According to Mikiyas Tsegaye, Marketing Director of HEINEKEN Mozambique, the intention was to place the product at the centre of the narrative, rather than focusing the communication solely on the setting that accompanies drinking.
“While many brands show everything that happens around the beer, we wanted to focus on what happens when you drink a Txilar. The new film gives visual form to the experience that lies behind ‘Desce Numa Boa’,” he said.
The campaign will be broadcast on television, digital platforms, outdoor advertising, points of sale and social media. Content is also planned to be produced in collaboration with Mozambican creators.
Thiago Fonseca, Creative Director of the GOLO Agency, which developed the campaign, explained that the aim was to turn a characteristic associated with the product into a visual narrative easily recognisable to the public.
“Our challenge was to turn a simple truth about the product into a story that the public could see, feel and recognise. The campaign starts with the sip, but it has the potential to enter everyday language and conversation,” he said.
With this initiative, Txilar seeks to consolidate “Desce Numa Boa” as a central element of its positioning in the Mozambican beer market and to strengthen the association of the expression with the brand's moments of consumption.
Produced by HEINEKEN Mozambique, Txilar is made with water, barley malt, maize and hops, with no added sugar, according to information released by the company.
The new campaign forms part of the brand's communication strategy in a market where brewers compete not only for visibility but also for concepts and expressions capable of creating identification among consumers.
