How's this for your marketing team really thinking out of the box? Grey Advertising and Foca Beer took advantage of Brazil's Freedom of Religion law by spending the $550 to register football (soccer for us Americans) as a religion so fans could get off work legally, drink beer and watch their favorite football team play.Now that's brand utility!
In this ad, they explain it all. How they got a lawyer, filed the paperwork and how you can take advantage of it. According to Brazil law, you are able to take off work to practice your religion. Now, you just have to go online and register football as your religion, pick the games you want to watch and Foca will send an email to your boss explaining how he has to legally let you off work to "worship your religion."
Now, if a beer can get you legal time off to watch games you are a rabid fan of, what beer do you think you're going to drink while taking that time off? Damn straight! Pour me a Foca! Even if nobody takes advantage of this – you gotta love the effort and want to hoist one in their honor.
The actual ad is pretty decent and well produced. But the true creativity is in thinking of a completely different way to show your brand in a spotlight of awesomeness with your core customer. It's the kind of new thinking that marketers need to do today to really get attention and win the hearts and minds of customers. So, to Foca… salute!
Foca Beer – Football Religion
I think it's brilliant. What do you think? And what other truly innovative marketing approaches have you seen?
Mike McClure – hoping March Madness can become a religion before next March.
