A lesson in Guerrilla Marketing Brazilian style

Guerrilla Marketing has always been a passion of mine. There is nothing like sticking it to your competition when they are least expecting it.

Travelling through Brazil this week I came across a great example of Guerrilla Marketing in action when I ordered a Primus beer at a local restaurant.

Now to be sure it is hot in Brazil (currently 43 degrees Celsius as I write this), and as a consequence they always serve their beers in big coolers.

The only difference this time was that the cooler I received was for another beer brand, Nova Schin.

Before Guerrilla Marketing

Now I don’t have a problem with this, but Primus might, because the cooler totally covers up their branding so it in fact looks like I am drinking a Nova Schin.

After Guerilla Marketing

My suspicions were confirmed when I asked for another of the same beer.

“Mais um por favor”

What beer do you think the waitress brought out?

Nova Schin of course!

The Fruits of Guerrilla Marketing

I would have complained, but I saw the beauty in the Guerrilla Marketing and let it slide.

Nova Schin 1 : Primus 0

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Categories: Advertising, branding, Guerrilla Marketing, International Marketing, Marketing Strategy


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4 Comments on “A lesson in Guerrilla Marketing Brazilian style”

  1. Renato
    April 14, 2010 at 4:17 pm #

    Hi Chris,

    Nova Schin and Primus are owned by the same company: Schincariol. So I believe Schincariol probably sent all the promotional material and the bar is probably not using it right or at least not paying attention to it.
    I am also a marketing specilist.



  2. April 15, 2010 at 3:13 am #

    Thanks for clearing that up for us Renato.

    Lets hope Nova Schin and Primus are not run by different brand managers at Schincariol, or there will probably be blood!

    A good lesson in the need to advise bars how to use your promotional material, nit just give it to them blindly.



  3. Paulo
    August 31, 2010 at 9:49 am #

    This also happens in Peru. When you go to a restaurant or coffee place you can have Splenda dispensers filled with Equal, Nutrasweet or some other brand.

    • September 1, 2010 at 5:18 am #

      Is it better to be the brand with the dispenser, or the brand actually being sold?

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