Saatchi & Saatchi for Sagatiba

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Case Analysis: Saatchi & Saatchi: Campaign for ‘Sagatiba’

MKT 337.5
Faculty member: TmT
Spring ‘2014

Group-
Mahfuza Tasnim Aradin – 102 0755 030 Kazi Saad Hebab - 1210737030 K.M Sajid Mahmud –1210143030

Ans. to the Ques. No. 1

a. Context of the campaign: Sagatiba is the specialized Cachaca of Brazil; a welcome addition to the liquor shelves and its smooth sweetness. The context of the campaign is Brazilian spirit in ads (landscape, people, music, food, etc.) with the big icon ‘Cristo Redentor’ so that the European market and other global consumers can get the Brazilian pure flavor of Cachaca.

b. Consumer behavior addressed: Party, liquor, youth, colorful lifestyle, tropical fruits, etc. are determinant of consumer but in a different way coming out from the mainstream. A bridge is made between the traditional Brazil and modern world is made to match with the consumer behavior.

c. Goals of the campaign: The goals of the campaign are:
More modern and inspirational Brazil – that has a passion for life
To make it a globally recognized brand originated from Brazil
It is about selling Brazil, a new Brazil, an authentic Brazil

Ans. to the Ques. No. 2

a. The Big Idea: The biggest Brazilian icon is Cristo Redentor or Christ the Redeemerwas taken for the big idea. Dave and Richard from Saatchi & Saatchi planned to cast a real person who resembles Jesus in look and posture (of the statue) but the in such situations that resembles joy, Brazilian good time, openly environment, smile etc.

How creative team reached to the decision: The idea is eye catching and would be comprehended globally. So, creative team decided to go for the big idea as the new idea is much better than the earlier idea. Here, the guy model is the leverage point of the Brand. Dave designed couple of new ads as below:
The guy (model who resemble Cristo Redentor) sitting in taxi in Rio

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