Beats

Brazil’s biggest brand of ready-to-drink beverages - originally released as part of the portfolio of beer brand Skol - was about to become a standalone brand, and was ready for a new positioning and identity to make the most of this opportunity.

Since its launch in the early 2000s, Beats was part of the portfolio of Skol, Brazil’s biggest beer brand and one of the country’s most valuable brands. The RDT beverages released under Beats were an instant success with youngsters (18-24) and the brand became a fixture in high energy occasions, such as nightclubs and the Brazilian Carnival. The movement to become a standalone brand came from the necessity to embrace Beats’ unique DNA. FutureBrand São Paulo was challenged to create a powerful positioning and identity to detach the brand from Skol and increase Beats’ connection with its target audience.

After carefully studying the themes that are important to the Generation Z, FutureBrand created a new brand positioning focused on the shared values between the brand and its target. Using the brand archetype methodology, we’ve defined Beats as the Magician: a brand that is able to create magical experiences and to turn every occasion into a fantastical moment - from its surprising new additions to the product portfolio to its iconic events and brand activations. This positioning came to life through a daring, irreverent and provocative identity, that uses the prism symbol as an element to convey the transformation of a mundane moment into an extraordinary one.

Since it became an independent brand, Beats has released a complete new set of packaging - created by FutureBrand São Paulo - and included a new product line in its portfolio: Beats Zodiac, with flavours inspired by Zodiac signs. The new positioning also inspired a impactful branded content activation, a Beats-sponsored reality show starred by Brazilian singer Anitta.