Lagoinha

The story of the neighborhood that became a glass that became a beer.

To celebrate Wäls Brewery's 20th anniversary, we created the first pilsner made to be enjoyed in the glass that is the face of Belo Horizonte — and also one of the city's most iconic neighborhoods.

We were challenged to create a commemorative campaign for the brewery, but instead of a simple campaign, the proposal was to launch a product specially designed to create a connection with the residents of Belo Horizonte, the brewery's hometown.

The launch was a success, with funds raised for initiatives located in the neighborhood, and it became one of the main products in Ambev's portfolio, accounting for more than 50% of the brewery's sales volume in the years following the launch. The launch, which included an open-air art exhibition and a music festival, achieved an organic reach of more than 700k people, a record number of interactions on the brand's profile with 98% positive sentiment, and more than 450 thousand liters sold in the first 6 months.