ABOUT

Challenge:
Rejuvenate a historic and culturally Brazilian brand, connecting Leão with new audiences and new cultural contexts.

Solution:
Development of the concept “Chá é bom pra quê?” (“Tea is good for what?”), activated at major cultural events such as Baile da Arara, Sapucaí Carnival, and Coala Festival, through an integrated strategy of experience, community, content, and influence.

Results:
• 81M impressions (Q2/22)
• 34.5M reach
• 2.9M engagements
• Organic amplification through the brand’s community
• Brand presence at proprietary cultural events
• 40M impressions (Q3/22) and 8.5M reach at Coala Festival

Our vision:
To transform tea consumption into an everyday emotional ritual in Brazilian life, valuing memory, ancestry, and brasilidade.