Txilar, a beer brand produced by HEINEKEN Mozambique, has launched a new communications campaign that puts the experience of drinking a beer at the centre of the narrative, continuing the tagline “Desce Numa Boa” (“Goes Down Smoothly”).
The campaign starts from the question “What happens when a beer Goes Down Smoothly?” and seeks to represent visually the sensations associated with the first sip. Instead of focusing only on the usual settings of socialising, music and parties, the new film follows what the brand describes as a journey marked by movement, freshness and satisfaction.
The story begins at a gathering of friends. After the first sip, the protagonist momentarily leaves the surroundings and enters a visual universe made up of liquid, bubbles, speed, landscapes and movement. At the end of the sequence, he returns to the opening moment with a spontaneous reaction of satisfaction. “While many brands show everything that happens around the beer, we wanted to concentrate on what happens when you drink a Txilar. The new film gives visual form to the experience that is the origin of ‘Desce Numa Boa’”, says Mikiyas Tsegaye, Marketing Director of HEINEKEN Mozambique.
The campaign will be rolled out on television, digital media, outdoor advertising, points of sale and social media. Content developed in collaboration with Mozambican creators is also planned.
According to Thiago Fonseca, Creative Director at the GOLO Agency, the aim was to turn a characteristic of the product into a visual narrative that audiences could recognise.
“Our challenge was to turn a simple truth about the product into a story that people could see, feel and recognise. The campaign starts with the sip, but it has the potential to enter everyday language and conversation”, he explains.
With the new communications, Txilar aims to reinforce “Desce Numa Boa” not only as the brand's tagline but also as an expression associated with moments of drinking, socialising and sharing.
Produced by HEINEKEN Mozambique, Txilar is made from water, barley malt, maize and hops, with no added sugar. The brand presents it as a beer with a smooth, refreshing taste, associated with a light and relaxed drinking experience.
