Sagatiba cachaça wanted an integrated campaign to differentiate their product from competitors and to introduce a spirit category not widely known or appreciated in the United States. Faced with a unique challenge, a view into contemporary Brasilian culture was revealed that divorces itself from cliché stereotypes like soccer and sunny beaches.
A series of inspiring documentaries were produced featuring artists and luminaries ranging from influential fashion designers to graffiti artists, chefs and musicians. Shot on location in Brasil during a two week time period, the films capture the vibrancy of the culture with sensitivity and honesty.
The larger campaign strategy included seasonal mixology videos, music and education about the spirit’s production and history and was promoted on social media, regional print ads, banners, events, and an IPhone application.