"The Can Summer"

Rio Carioca canned beer hits the market on January 20th with new formula and different label.

The "Summer of the Cans" in 1987 became almost an "urban legend" of Rio de Janeiro. That summer, thousands of cans of marijuana, thrown into the sea by the Solana Star ship when intercepted by the Brazilian Navy, landed on the beaches of Rio. For it is back in Rio Carioca version.

On the 20th, an event at Da Silva de Botafogo restaurant, open to the public from 4 pm, celebrates the launch. On the same day, begins to reach the points of sale to the own kiosk at Casa Shopping, the 473 ml can from Rio Carioca. The beer version is a "Carioca Ale" hybrid beer with Session IPA, New England IPA and American Pale Ale features. but with its own personality.

The campaign, with OOH, digital, social networks and POS comes in the same week and plays with Lata Summer.

The pieces have the humor that is already a trademark of the brand in pieces that play with the original Tin Summer. "Can's summer is back, and this time, if the police arrive, it's okay," says the launch piece. "With the beers that existed in 1985, no wonder people prefer to smoke," "It's from the can but not poison," "Do you know about the summer of the can? Ask your father, he must vaguely remember." The concept of the campaign is "The carioca spirit bottled and canned too".

The illustration of the can, totally different from other versions of the brand, simulating the arrival of the can on the beach, was done by illustrator Cristiano Soares, who already work on the label of other beer brands.

To Diego Crisostomo, Partner and Director of Service of the agency, "Rio Carioca does not stop growing, surprising and this is a great pleasure for us. Verao da Lata has everything to be a success this summer."Gustavo Bastos, the agency's CEO and CCO, sayis"Bringing back the Lata Summer of 1987, full of humor and carioquice, is certainly going to be the talk of Rio 2020".

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