{"id":4260,"date":"2025-04-11T14:49:49","date_gmt":"2025-04-11T14:49:49","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=4260"},"modified":"2025-04-11T14:49:51","modified_gmt":"2025-04-11T14:49:51","slug":"cerpa-cervejaria-paraense","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/cerpa-cervejaria-paraense\/","title":{"rendered":"CERPA &#8211; CERVEJARIA PARAENSE"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        CERPA &#8211; CERVEJARIA PARAENSE                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 29.75%; top: 70.63%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/rino-partners\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        RINO &amp; PARTNERS                                        <span>S\u00e3o Paulo, Brazil<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/activation-event-experiential-marketing-case-studies\"><button class=\"custom-button\">Activation \/ Event \/ Experiential Marketing<\/button><\/a><a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/influencer-marketing-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Influencer Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/pr-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">PR<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        TIJUCA SILVER Beer &#8211; launching at Northern and Northeastern regions of Brazil.<br>Basic Facts: Tijuca Silver beer, a gluten-free beer, was recently launched strategically in the Northern and Northeastern regions of Brazil, areas with a distinct summer climate that differs from the rest of the country. The goal was to introduce Tijuca Silver as a fresh, premium product, leveraging the growing demand for the gluten-free options. The campaign aimed to build brand awareness, drive sell-in, and position Tijuca Silver alongside established premium beer brands in these markets.<\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n<div class=\"work-video-wrap\" data-url=\"https:\/\/vimeo.com\/1020364783\/6225cc5f45\" onclick=\"openEmbedVideo(this)\">\r\n                    <div id=\"video-container\" style=\"position: relative; width: 100%; height: 100%; cursor: pointer;display:flex\">\r\n                        <img decoding=\"async\" id=\"video-thumbnail\" \r\n                            src=\"https:\/\/i.vimeocdn.com\/video\/1938919424-5c6e3b397c7466374606c10698accefdaf29a85a1e911a0a3c048fbcdd7394d6-d_1200x800?region=us\" \r\n                            alt=\"Video Thumbnail\" \r\n                            style=\"width: 100%; height: 100%; object-fit: cover;\">\r\n                        <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/yt-play-icon.svg\" alt=\"play-button\" class=\"play-button-yt\" \/>\r\n                    <\/div>\r\n                <\/div>\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Our Approach<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">To achieve these objectives, we implemented a multi-faceted communication strategy plan, including:<br><br><strong>Mass Media:<\/strong><br>TV Commercials: a vibrant summer-themed TV ad was aired across major broadcast networks, emphasizing the refreshing qualities, and gluten-free advantage of Tijuca Silver. The commercial positioned it as the perfect beer for those seeking a healthier alternative without sacrificing taste.<br>OOH: billboards were placed in high-traffic areas like beaches, urban centers, and popular touristic spots, ensuring strong visual presence during the summer months.<br><br><strong>Radio Spots<\/strong>: short, engaging radio spots were aired on popular stations, promoting the refreshing, and gluten-free qualities of Tijuca Silver to a broad audience.<br><br><strong>Activations\/Experience:<\/strong><br>Festivals and Events: Tijuca Silver partnered with major summer festivals, beach parties, and local events. Brand booths allowed consumers to sample the beer, experience its flavor, and engage directly with the product.<br>Nightlife: the brand was featured in bars and nightclubs, accompanied by promotions such as exclusive offers of Tijuca Silver. This reinforced its positioning as a premium, trendy beer option for social occasions.<br><br><strong>POS and Consumer Promotions:<\/strong><br>In-Store presence: Tijuca Silver was prominently displayed in supermarkets, liquor stores, and convenience shops. Promotional deals such as bundle discounts were offered to attract impulse buyers, and the gluten-free message was emphasized through POS merchandising materials.<br>Collab with Retailers: we have established strong partnerships with key retailers, ensuring Tijuca Silver secured prime shelf space. Special in-store promotions helped reinforce its premium positioning.<br><br><strong>Incentive to Distributors: <\/strong>we have developed promotional actions with distributors, providing performance-based incentives to encourage higher sell-in volumes, ensuring broad product availability.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">The results of the Tijuca Silver launch surpassed expectations:<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>Brand awareness:<\/strong> the integrated campaign quickly elevated Tijuca Silver\u2019s visibility in the Northern and Northeastern regions, positioning it as a refreshing, and premium gluten-free beer alternative.<br><br><strong>Easy Sell-in:<\/strong> the combination of mass media exposure and in-store presence led to rapid sell-in, with retailers eager to stock the new product.<br>Strong Sales: sales of Tijuca Silver exceeded initial projections, particularly in urban, and beachside markets. Its unique positioning as a premium glute-free beer resonated strongly with health-conscious consumers seeking premium options.<br><br>The launch of Tijuca Silver in the Northern and Northeastern regions of Brazil demonstrated the effectiveness of a well-coordinated, multi-channel strategy. By combining mass communication, on-ground activations, and a strong retail presence, Tijuca Silver quickly established itself as a notable player in the premium beer market, achieving significant sales success and market penetration.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. 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