Sumol Zero
brand building since 2009
brand building since 2009
My work: Sumol Zero sponsorship strategy to Festas de Lisboa: events concept, ideas and animations + copywriting all materials > mupies, street totems, wild posters, web ads.
(Jorge Trindade - creative director; Alexandre Nobre, Rui Costa, Mariana Guapo, Emília Mendes - art direction).
Briefing: Sumol Zero is the "zero sugar" version of the well known portuguese soft drink Sumol, with such notoriety as Coca-Cola or Lipton. Starting 2009, Sumol Zero, a modern, cool, young and urban brand, decided to become a sponsor for Festas de Lisboa, the biggest popular celebration in Portugal. So, how can a such a brand engage people in such a contraditory, traditional and "non-cool" environment to it´s values?
The strategy / idea: Sumol Zero must give to people an alternative kind of party during Festas de Lisboa, in the same way it gives an alternative kind of drinking experience to consumers. With this in mind, since 2009, we´ve created 3 different brand events, with 3 different brand experiences, that people really seem to enjoy, even though there´s not much alcohol involved...
2011 - Sumol Zero Desce à Bica.
July´s big party moment happened in one of Lisbon´s hot night spots, Rua da Bica near Bairro Alto. Typical popular a arraial lighting, branded table towels hanging from several neighbour balconies, transforming the two symbolic trams in DJ booths and having a special appearance by the band Caruma, we´re some of ideas that made the event memorable.
July´s big party moment happened in one of Lisbon´s hot night spots, Rua da Bica near Bairro Alto. Typical popular a arraial lighting, branded table towels hanging from several neighbour balconies, transforming the two symbolic trams in DJ booths and having a special appearance by the band Caruma, we´re some of ideas that made the event memorable.
2010 Alternativismo nas Festas de Lisboa 2010.
Big brand parties happened in Praça de Camões and in Miradouro de S. Pedro de Alcântara. With acts by Dj Chief Rodriguez, Farra Fanfarra and the revelation Diabo na Cruz.The Alternativadora (a classic truck transformed in Dj booth) and the t-shirt maker (a place where people could create their own t-shirt) were a hit.
Big brand parties happened in Praça de Camões and in Miradouro de S. Pedro de Alcântara. With acts by Dj Chief Rodriguez, Farra Fanfarra and the revelation Diabo na Cruz.The Alternativadora (a classic truck transformed in Dj booth) and the t-shirt maker (a place where people could create their own t-shirt) were a hit.
2009 - the first Sumol Zero Ztreet Party
In Cais do Sodré, far way from the "normal" places where Festas de Lisboa we´re happening. With Kumpania Algazarra playing down and up the street, with hot dogs and t-shirts hanging from the buildings, this party set a brand event tone that we continued to follow, until now - event creation with Rafael Ripper.
In Cais do Sodré, far way from the "normal" places where Festas de Lisboa we´re happening. With Kumpania Algazarra playing down and up the street, with hot dogs and t-shirts hanging from the buildings, this party set a brand event tone that we continued to follow, until now - event creation with Rafael Ripper.
