Smirnoff extended Carlinhos Brown’s Festival de Verão set and put the Caipiroska center-stage, turning the ending into a signature moment.
The move reframed the final minutes of the show in Salvador as an “owned moment” for the brand—more like an encore designed around celebration than a standard sponsorship tag. The idea was to keep the crowd inside the concert’s energy a little longer, with Smirnoff’s summer identity woven into the experience.
Caipiroska takes the spotlight
In the concept, Smirnoff Caipiroska became the on-stage “hero drink.” Rather than simply placing logos, the brand built a recognizable closing ritual, using the cocktail as a symbol of collective celebration and Brazil’s summer gatherings.
The initiative was created by AlmapBBDO and executed together with Mynd. The goal was to give Smirnoff a proprietary territory within the live show, reinforcing its cultural presence through a moment audiences could immediately associate with the brand.
Why Carlinhos Brown fits the idea
Carlinhos Brown’s role strengthens the campaign’s cultural link. Known for his rhythm fusion, percussion-driven performances, and ability to turn concerts into cultural happenings, Brown aligns with Smirnoff’s global positioning around celebration, diversity, creativity, and authentic connections.
“Smirnoff is the pioneer of Caipiroska in Brazil, one of the country’s most consumed drinks, and turning Carlinhos Brown’s show into an owned moment on stage is our way to celebrate music, togetherness, and the spirit of the Brazilian summer.”
The statement comes from Adriana Nogueira, Head of White Spirits at Diageo. She adds that bringing Caipiroska “to the center of the conversation” in Salvador—Brown’s home turf—reinforces the brand’s leadership in the category.
Women percussionists highlight social impact
The on-stage moment also amplified the social and cultural impact tied to Brown’s work. During the activation, 17 women percussionists connected to Associação Pracatum took part—an initiative founded by the artist focused on educational, cultural, and community development programs.
“Music has always been a space for meeting, exchange, and collective building. Being at Festival de Verão with a moment that extends that energy on stage is a way to keep the rhythm alive and give visibility to projects born from culture—and returned to it.”
By designing a closing ritual, Smirnoff positions itself as a brand aiming to go beyond traditional sponsorship. The company frames the activation as a cultural gesture—recognizing the people and stories that power the festival’s temporary, high-intensity celebration.
Foto: Divulgação
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