Campaign Spotlight

Campaign Spotlight: WMcCann and Beats develop drink and campaign inspired by Zodiac

SÃO PAULO, BRAZIL – WMcCann and Beats launch the Beats Zodiac campaign, featuring a film by Aries-born Anitta, content about astrological combinations. There are 12 new Beats Zodiac with collectible cans, one for each sign of the zodiac and divided into 4 flavors, inspired by the elements: fire, earth, air and water. With a campaign, product development and packaging signed by the WMcCann agency, Beats chose Anitta, head of creation and innovation, to be the star of the first video of this initiative.

11 new films were revealed on Beats’ social media channels and on digital media. Each of them portrayed how each sign behaves when partying starring the actors Thiago Martins and Rodrigo Simas, singer Gretchen, Urias, WC on Beat and Xamã; in addition to influencers Bielo, Lais Oliveira, Gabi Lopes, Thais Carla and Tati Zaqui.


“Beats is a young brand and, from the creation of the product to the launch of the campaign, we have that in mind. Astrology is a subject that generates conversation between friends and warm discussions. Our idea is to portray the behavior of each sign when partying, bringing to light those characteristics that everyone must have heard about”, explains Gabriela Gallo, Beats marketing manager.

Each can will also transport consumers to an exclusive website via QRCode. In the universe of Beats Zodiac, it will be possible to have access to the horoscope of the day, drink suggestion and a series of content about relationship with astrologer Vitor de Castro. “We’ve created original content so that people can learn more about the signs and, of course, have tips on astrological combination to avoid cosmic entanglements. Both the product and the campaign were created to put BEATS in the conversation, focusing on the characteristics of the signs in a light and relaxed way “, explains Anitta.

“Having a significant role is a major challenge for brands. For this reason, we created Beats Zodiac based on conversations, behaviors and the environment where the public is inserted. So, it is born with a relevant role, which is present from the product to the communication”, says Kevin Zung, COO of WMcCann.

Not just a launch

With Beats Zodiac, for the first time, the brand creates products that were developed to match each other. To play with this novelty, Beats launched cards inspired by the zodiac signs, the #ZodiacMatch. The initiative featured the activation of the astrologer Vitor di Castro on the brand’s social networks.

“The creation of Beats Zodiac was made on top of the mixology, so that the flavors are combined and complement each other”, explains Gabriela Gallo, Beats Marketing Manager. “The action arose for people to explore the liquids even more and to create unusual combinations, just like in astrology,” she adds.

With a range of content created exclusively for Instagram, in addition to Stories and IGTV, Vitor di Castro explores the universe of Beats Zodiac mix cards, among the drink lovers, demonstrating how to mix flavors in a fun way. There is a compatibility of the flavors, so, the “mix cards”, works as a guide of the ideal mixtures. Anyhow this does not prevent the public from exploring the most unlikely possibilities and discovering the ideal combination for each one, but always remembering to consume responsibly. The cards will be delivered to influencers and are available on Instagram at @beatsoficial.


Agency: WMcCann
Client: Skol Beats
Product: Beats Zodiac
Campaign name: Beats Zodiac
CCO: Hugo Rodrigues, Kevin Zung and André Marques
Creative Direction: Alexandre Prado
Creation: Letícia Kohanoski, Luana Silva, Patrícia Kano, Rhaissa Bueno, Brenda Bandeira, Mellina Fontoura, Diego Silva, Felipe Araújo, Thiago Alves.
Planning VP: Renata Bokel
Planning: Acauã Bonifácio, Fernando Birche
Attendance: Danilo Ken, Michelle Latessa, Giovana Zanfelicce
Media VP: André França
Media: Maurício Cruz and Roberto Almeida
BI: Fernando Cardoso, Felipe Borges, Inês Carvalho, Marina Monteiro
Content Director: Bruno Érnica
Community Manager: William Ribeiro, Gustavo Braitt
Influencers: Maiara Garbin, Tassiana Cabral
Production VP: Tato Bono
Integrated Production: Cayan Lobo, Gabriela Chineze, Fabiana Diniz, Sasha Vilela
Technology: Marcelo Soares, Victor Hugo Odo
Creative Technology: Victor Hugo Odo, Caio Costa
Producer / Image: Capuri
Director: Breno Moreira
Executive Producers: Thiago Mascarenhas and Eduardo Rezende
Executive Director: Rodrigo Castello
Director of Photography: Fernando Young
Second unit photography: Bernardo Negri
Art Director: Andres Zarza
Coordination assistant: Nathalia Trindade
Editor: Danilo Abraham
Finisher: Vitor Amorim
Color: Studio Feather
Colorist: Ana Escorse
Post-Production: Atom
Technology Producer: Code and Soul
Audio Production: Antfood Music & Sound Design
Music Production Director: Lou Schmidt and Fernando Rojo
Music Production: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello and Vinicius Nunes
Executive Producer: Christiane Rachel and Renato Castro
Coordination: Monique Munhoz
Finishing: Bruno Broaska, Fabian Jorge, Pablo Homen de Mello and Tiago Lins
Projects: Vanessa Motta
Client approval: Gabriela Gallo, Vinicius Viana, Marina Daur

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