Global campaign for Brahma lager

Brazilian lager brand Brahma is receiving global PR support as owner InBev begins to position it as one of its top three beer brands alongside Stella Artois and Beck's.

InBev - the world's largest brewer - has hired Jackie Cooper PR to implement a campaign that covers 15 countries, including the UK, for the brand formerly owned by AmBev.

The agency will focus on Brahma's Brazilian heritage. The brand has existed in the country since 1888, and is the eighth-largest beer brand in the world by volume. InBev is thought to be putting nearly £5m behind the beer's UK launch alone.

JCPR's campaign is based around 'Brazilian ambassadors' such as fashion stylists, record-label owners and an 'urban artist', who feature in campaign activity.

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