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Brazil: Home of the outdoor (branded) event

by Nick Faber
Tuesday, May 17th, 2011

This year’s Carnival has come and gone, but according to these clever branding initiatives, there is always something fun going on in the streets of Brazil.

In February, Coca-Cola and Definition6 converted this delivery truck into a mobile Happiness Machine. They hit the streets of Rio, and delivered Coke — I mean, Happiness — to people in the streets of South America’s second-largest city.

When Mu-Mu Milk launched in South Brazil last year, it faced a saturated market that wasn’t exactly clamoring for another “boring and white” beverage. How did they quadruple their market share in four months? They bought the exclusive sponsorship to the CowParade, the world’s largest urban art event.

How do you win friends at the biggest party in South America? You lead them to the beer. In a fun mix of old technology and new, Antartica Beer and AlmapBBDO invented the BEER GPS, so revelers in need could easily find the “BOA.”

So why Brazil? Is it because they’re hosting a future World Cup and Olympics? Or are Brazillians just really into staging big outdoor events? Marketplace’s Steve Chiotakis asked Weiden + Kennedy’s Andre Gustavo why agencies have their sites set on Brazil. Gustavo’s answer?

The obvious answer is because of the size of the market. Brazil’s got 190 million people living there, so it’s a huge market. Economy is stable, economy is growing, the country’s gaining importance in the world scenario.

If you zoom out of Brazil, and out of the ad industry, you’ll see that the entire continent is teeming with tech. Here’s TNW’s list of 10 South American startups to look out for.

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