Brahma Beer Ginga Guide.

In conjunction with the U.S. launch of In Bev’s Brahma Beer, Lápiz has created the “Brahma Sutra.” The unique guide will help those seeking to bring “ginga”, a Brazilian philosophy and approach to life, into its consumers’ lives.

Inspired by the clean and refreshing taste of Brahma, Brazil’s best-selling beer, the 56-page “Brahma Sutra” book provides insight on the best ways to enjoy Brahma; how one can clear one’s mind to enjoy Brahma and how Brahma delivers flavor — rousing one’s inner ginga. The philosophy of the Brahma includes: teachings for the body (Brahma positions), mind (Brahma wisdom) and the soul (Brahma equilibrium). The book contains a series of hidden messages and elements and provides a unique introduction of the beer to its U.S. consumers.

“The Brahma Sutra manual communicates with consumers in a more informal and personal way than traditional media, making it more relevant and acceptable by the target,” said InBev’s Head of Latin & Portfolio Marketing Andres Siefken. “In today’s marketing and advertising world, the most important thing is connecting with consumers at an emotional level.”

The book is a collectible item that captures the essence of the Brazilian life without the cliché themes of Carnival, women, soccer and the beach. This unique item communicates the brand’s personality and truly provides entertainment for its consumers.

“We wanted to create something extraordinary for the arrival of this legendary beer in the U.S.,” said Laurence Klinger, senior vice president and chief creative officer at Lápiz. “The Brahma Sutra instantly differentiates Brahma from all other beers by associating it with the unique, non-stereotypical Brazilian lifestyle.”