Innovation Inspiration : Brazil Rising
25 Nov 2013|jhall
It’s the sixth-richest country in the world: blessed with natural resources; home to a $7billion luxury goods market; and the home to Carnival, Samba and Havaianas. But, Brazil is changing… fast! As its people become more educated, wealthier and more informed, they’re also becoming more aware of their impact as consumers on their – and their country’s – future. Brazil is pursuing its own particular path – and it’s different from other emerging markets.
We’ve looked at Brazil several times over the years: Brazil leads in BRICs’ brands, Innovation Inspiration : Brazil – The Basics, Boom, don’t bust in Brazil. In this month’s Innovation Inspiration, we’re going back to the 2014 World Cup hosts to look at the breakneck pace of change and how brands are winning.
Back in 2009, the Economist lauded Brazil’s success. Fast forward to today and while modifying its stance, the Economist still thinks of Brazil as a powerhouse. And Deloitte reports that, “immense economic potential is limited more by internal weaknesses than external factors.” Let’s look at why experts are still so optimistic…
One thing working in Brazil’s favor is a highly entrepreneurial culture. 30% of Brazilians are either trying to start a business or running a more established venture. From comprehensive healthcare solutions to high-tech, futuristic banking to powering carnival floats with urine (yes, you read that right), Brazil’s entrepreneurial potential is unlimited.
Prominent alcohol brands have been playing around with innovative ways to engage with Brazilian consumers: Ambev enabled Carnival goers to exchange empty beer cans for a free train ride; Jose Cuervo leveraged pop-up gigs in combination with Twitter and Facebook to drive a multi-channel experience; and Diageo is thinking of the bottle as an owned digital asset, using QR codes to personalize its whiskey brands.
Whether it’s clever promotions like creating fake toys to promote a reality TV show or interesting applications for wearable technology like the Huggies TweetPee App, Brazil is proving to be a great testing ground for creative ideas.
Crazy for football (soccer, for the Americans out there)
It’s no surprise that the 2014 World Cup host is passionate about football. During the upcoming tournament, Adidas is planning to give consumers “access to content and experiences that they’ve never had before.” Netshoes, one of the largest sporting goods stores in the world, is targeting football fans with smartphones who want to own what they see on the field.
Brazilian brands are leveraging social media to build off people’s passions and inspire them to greater things. In an effort to improve organ donation rate, Football Club Recife created the Immortal fans initiative which increased organ donation by 54% in one year. Brazilian retail giant, Magazine Luiza, successfully recruited customers to sell their products via social networks.
The PepsiCo-Coca Cola War
The battle between Coke and Pepsi continues in Brazil. In 2012, the digital incubator program PepsiCo10 expanded the search for the most innovative start-up companies to Brazil. While PepsiCo is supporting start-ups, Coca-Cola is using technology to make packaging more engaging: scan their new cans and you can play songs tied into sponsored festivals.
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Get in touch if you’d like to hear how Added Value can help you with disruptive innovation.
Written by Jonathan Hall, Managing Director, Added Value Cheskin.
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