Our goal was to activate Amstel beer at São Paulo’s Pride Week. The brand already has a significant history with the lgbtq community and aimed at reinforcing those bonds with a meaningful activation.
Amstel is a brand with a long history of supporting the lgbtqiapn+ community, sponsoring parties, giving visibility to causes and actually working to change some realities, such as the Nominal Rectification activation for trans people carried out last year. To continue building the brand, Amstel once again acted as the master sponsor of the São Paulo Pride Parade with the aim of further strengthening ties with the community and carrying out a new action that was just as impactful in 2023. To do this, we needed to find an agenda that was just as relevant to the community and take this message to an even greater number of people: marriage. So, during Pride Week, we set out to pay all legal and procedural costs, and also offer assistance to marry 100 lgbtqiapn+ couples. We also wanted to keep the party going, so we decided to take it to the next level and put out the biggest floater of SP Pride Parade, with iconic musical presentations for millions of people to enjoy and celebrate.
Despite having been law for over 20 years in Brazil, same-sex marriage is still an unknown for many people in the community. The process for legalization, bureaucracy and costs often end up being prohibitive for most people. We saw an opportunity to bring Amstel into the conversation, help transform the lives of lgbtq couples and send a message: yes, you can get married too. And this makes perfect sense with Amstel and its origins. This is because Amstel is a pure malt beer that was born in the Netherlands – a free-spirited country and, not coincidentally, the first country to legalize and celebrate same-sex marriages. It was then that it became clear that there would be no other brand that could speak with such authority on the subject.
There’s nothing more affirmative of our identity than saying “yes” – that is why we transformed our booth at the Diversity Fair into a registry office, where 100 same-sex couples could officially register their marriages and for free.
