Devassa beer had reached more than 70% of awareness in the brazilian market. However, less than 20% of them tasted the beer at least once. With the claim "What are you waiting for your first time with a Devassa?" the campaign encouraged trial in a provocative way, especially because 'Devassa' means 'naughty girl' in portuguese. The brazilian actress Alinne Moraes was the commercial star.
The prints were very suggestive and also invited to trial the product. And more than a year before the famous posters of the Nymphomaniac film.
Agency: Mood\TBWA Client: Devassa Beer Role: Concepting, Copywriting