B, The Honey-Cachaca Stinger: BEE SUTRA

Credits & Description:

Category: Posters

Advertiser: B HONEY CACHAÇA

Product/Service: ALCOHOLIC DRINK

Agency: PEREIRA & O'DELL

Chief Creative Officer: PJ Pereira (Pereira O'Dell)

Creative Director: Aricio Fortes (Pereira O'Dell)

Creative Director: Paulo Coelho (Pereira O'Dell)

Writer: Aricio Fortes (Pereira O'Dell)

Art Director: Paulo Coelho (Pereira O'Dell)

Illustrator: Seagulls Fly (Seagulls Fly)

Art Buyer: Issy Penaflor (Pereira O'Dell)

Print Producer: Drew Saucedo (Pereira O'Dell)

Account Director: Lo Braz (Pereira O'Dell)

Media placement: Posters - Bars - 1st March 2012, 2 Months



Describe the brief from the client

‘B’ is a brand of cachaça, a Brazilian liquor made of sugar cane. The difference between ‘B’ and other cachaça brands is that ‘B’ has honey in it. The brief was to promote the unique encounter between cachaça and honey.



Describe the challenges and key objectives

The challenge was to appeal to consumers with bold attitude, who are interested in a sweet, premium, low-alcohol beverage.



Describe how you arrived at the final design



We needed to change the demographic target for Brazil’s native rum. We needed to make a drink like cachaça, a once popular drink among lower working class, and cool for partygoers.

Additionally, cachaça has always been perceived as an extremely strong drink, with high alcoholic content. B's recipe is milder and sweeter than traditional cachaças.

For the design, we decided to go with a bold visual that would address the perfect encounter between cachaça and honey.



Give some indication of how successful the outcome was in the market

The posters were designed to stand out in its main environment: in VIP bars, as an eye-catcher for the high-end partygoer.

This overall success of the campaign has lead the brand's owners, including Formula One race-car drive Nelson Piquet Jr, to a United States launch in Q4 of 2012, with a clear path to additional countries.