Heineken called on CBA to help reposition its iconic Brazilian beer. Over the years, the brand has changed, expanded its portfolio, but retained its essence. The challenge presented to our team was to convey the brand’s new positioning, leveraging its assets and iconic identity while maintaining its inimitable spirit. The repositioning of the Itubaína brand had an ambitious value proposition: to be recognized as a mainstream brand. Our challenge was to rejuvenate the brand, maintaining the strong assets and recognition codes of the brand, while refreshing the visual identity of the brand. An evolution that reinforces its new positioning of spontaneous fun, in order to attract new consumers without losing the characteristics recognized by its current consumers.  

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