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Luciana Prado
Luciana Prado
Media Team at Africa
Sao Paulo, Brazil
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BaşlıkFoamy Haircut
Haftanın
Kampanya Foamy Haircut
Reklamcı AB Inbev
Marka Brahma Beer
İlk Yayınlanma Tarihi 2021 / 11
Sektör Alcoholic
felsefe The style of play, the jersey’s number, a different boot...there are several ways to recognize a player on the field, but in Brazil, one of the most striking and remembered by fans is the haircut. A mohawk, a high topknot or even a few head designs have always gained popularity. But a new fashion on the lawns had yet to come.
 
Brahma beer's smoothness is unmatched by any competitor - so much that it’s even called Brahmoothness. And as the country’s most popular beer and the official sponsor of the greatest soccer teams in Brazil, it decided to enter the field in an unusual way, taking its smoothness where no other beer had taken it before: to the heads of the stars.
 
Inspired by haircuts like Ronaldo’s Cascao, Biro Biro’s Mullets, Ronaldinho’s Headband and many other that represent the smoothness of the Brazilian soccer style, Brahma launched the “Foamy Haircut”, a perfect hairstyle that resembles a glass full of Brahma: golden liquid below and white foam on top.
 
The unusual hairstyle is part of the country’s soccer culture, and fans love to replicate the look of their main idols. It all started with Reinaldo from Sao Paulo FC, then was adopted by music, TV and Instagram celebrities until being featured on the heads of Chelsea's Thiago Silva and Jorginho as they won the UEFA Super Cup - showing off The Foamy Haircut to the world ahead of all other sponsors.
 
The campaign, created by ad agency Africa, was made in partnership with Ariel Franco, a Brazilian famous barber known for his iconic cuts. He has been responsible for bringing the Foamy Hair to the players’ heads and has even created a tutorial for anyone who wants to replicate the look. 
 
“Brahma's smoothness is such that it goes beyond beer and goes into the players' heads. Among so many things, the hair of male and female players is something iconic within soccer. Many athletes become idols and are recognized, not only for what they present on the field, but also for their looks. So, in an unusual way, we decided to create the cut that is dictating fashion this decade, all this to bring all of Brahmoothness to people in a different way. As the main partnership between Brazilian soccer and clubs, Brahma is also ready to create trends in a light and relaxed way”, says Marina Raats, Brahma's marketing manager.
Medya Türü Case Study
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