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Briefing 01

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1o briefing do Ponto Pasta 2012 - Prazo 25/04

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Briefing 01

  1. 1. PONTO PASTA 2012 JOB #1WAY BEERCONTEXTO:A Way Beer é uma micro cervejaria artesanal, localizada em Pinhais, região metropolitana deCuritiba. Fundada em novembro de 2010, com a venda de chopp, no Festival Brasileiro da Cer-veja, em Blumenau, a cervejaria tem como mestre cervejeiro Alessandro Oliveira, cervejeiro hámais de 5 anos, fundador e ex-presidente da ACERVA, Associação de Cervejeiros do Paraná eprofessor de cursos para homebrewers.Passado mais de um ano da presença do chopp em vários bares de Curitiba, a Way inovou comdois importantes lançamentos: primeiro com o serviço de disk-chopp e segundo com a chegadadas cervejas engarrafadas. A micro cervejaria passou a oferecer cinco diferentes cervejas: WayPremium Lager, Way American Pale Ale, Way Irish Red Ale, Way Amburana Lager e Way CreamPorter. E apesar de a sua comercialização ser concentrada exclusivamente na capital curiti-bana, em novembro de 2011, a Way American Pale Ale recebeu o prêmio de melhor Pale Ale no1º Prêmio Maxim de Cervejas Brasileiras. E em 2012, a Way Beer faturou mais quatro prêmiosno concurso internacional de cervejas South Beer Cup, realizado em Blumenau - SC.A MARCAA Way Beer não é uma mera cervejaria, é antes de tudo um estilo de vida. A marca com suapostura urbana e jovem, juntamente com sua comunicação mais informal e uso de cores sediferencia no mercado em questão. Com o slogan “Rock your taste”, a comunicação da WayBeer também convida os consumidores a experimentar algo de qualidade internacional e compreço acessível na relação custo-benefício.A Way Beer utiliza matérias-primas de qualidade em sua produção e está sempre inovando parasatisfazer o paladar dos apreciadores de cervejas artesanais ao oferecer cinco sabores difer-entes da bebida e não apenas um como pode ocorrer com outras marcas desse ramo de bebi-das especiais. A variedade de seu catálogo é reforçada em sua comunicação no uso de “What’syour way?”, indicando que os apreciadores de cerveja podem escolher o que mais os agradam.A região metropolitana de Curitiba comporta, incluindo a Way Beer, sete micro cervejarias ar-tesanais que concorrem diretamente entre si. Devido ao número de micro cervejarias, a cidadeé considerada a “Meca da Cerveja Artesanal no Brasil”, todavia o consumo de cerveja no paísainda carrega o status de marginalização e não o de degustação. E neste contexto, a Way Beerao oferecer produtos de qualidade, procura uma “Revolução da Cerveja” ao defender a posturade “beba menos, beba melhor”.PÚBLICO-ALVO:Nosso público compreende, principalmente, um universo masculino que aprecia e investe emcervejas, vinhos e boa comida. São pessoas seletas, já familiarizadas com a marca e queatravés de momentos de descontração e socialização, põem em prática a arte da degustaçãode cervejas premium (confrarias).
  2. 2. PONTO PASTA 2012 JOB #1PROBLEMA DE COMUNICAÇÃO:A Way Beer ficou bastante conhecida em Curitiba pela qualidade do seu chopp, porém no finalde 2011 a empresa entrou para o mercado através do lançamento de cinco cevejas: Way Pre-mium Lager, Way American Pale Ale, Way Irish Red Ale, Way Amburana Lager e Way CreamPorter. E a marca precisa comunicar ao seu público que agora a Way é engarrafada.O QUE FALAR:Agora o público apreciador de cervejas artesanais pode encontrar a Way Beer engarrafada emcinco diferentes rótulos.A Way é uma marca jovem, descontraída e urbana. “Rock your taste”, “What’s your way”e “bebamenos, beba melhor” são todos aspectos da personalidade da marca e que devem ser trabalha-dos na comunicação.Ela deve lembrada como uma cerveja de qualidade, que deve ser apreciada e que pode agradara diferentes paladares, reforçando a postura que a marca Way Beer defende de que cerveja éalgo para ser degustado.PORQUE DIZER ISSO:A Way Beer já se estabeleceu no mercado com o seu chopp e logo no lançamento de suascervejas engarrafadas, recebeu o prêmio de melhor Pale Ale no 1º Prêmio Maxim de CervejasBrasileiras.Ela também possui cinco sabores de cerveja, sendo que muitas micro cervejarias acabam seespecializando em apenas um único tipo. Lançar vários rótulos mostra um domínio da arte defazer cerveja. E com todas essas opções, a Way Beer consegue agradar a diferentes paladares.O QUE QUEREMOS QUE AS PESSOAS FAÇAM: • Que os apreciadores de cerveja premium saibam que agora a Way Beer possui 5 diferentes tipos de cervejas engarrafadas. • As pessoas devem associar a marca a uma cerveja de qualidade, urbana e com personalidade.REFERÊNCIAS:www.waybeer.com.brhttp://www.facebook.com/waybeerhttp://twitter.com/waybeerwww.conar.org.br
  3. 3. PONTO PASTA 2012 JOB #1PEÇA:Anúncio página dupla (Formato JPG. 42x28cm – resolução em 150 dpi – CMYK). De 1 (uma) a3 (três) peças.ESPECIFICAÇÕES/POLICIES:A logomarca Way Beer pode ser encontrada no site da marca na área de Download ao baixar oPresskit disponível.Deve-se incluir no anúncio uma das seguintes frases da “cláusula de advertência”, em fonte ta-manho 18, como prevista no Item 5 do Anexo “A” – Bebidas Alcoólicas do Código Brasileiro deAutorregulamentação Publicitária (Conselho Superior do CONAR):• “Beba com moderação”;• “A venda e o consumo de bebida alcoólica são proibidos para menores”;• “Este produto é destinado a adultos”;• “Evite o consumo excessivo de álcool”;• “Não exagere no consumo”;• “Quem bebe menos, se diverte mais”;• “Se for dirigir não beba”;• “Servir bebida alcoólica a menor de 18 é crime”.Para maiores informações, consulte o site do CONAR.PRAZO:Até 25 de abril.Qualquer dúvida, entrar em contato pelo e-mail falecom@pontopasta.com.br ou pela fan pagefacebook.com/curtaopontopastaBom trabalho.

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