Happy Hour 5+1

We wanted Cachaça 51 to own the most classic moment of cachaça consumption in the country, happy hour, speaking to the urban crowd that already makes that after-work ritual part of their social routine.

In Brazil, happy hour is synonymous with caipirinha. And there was a coincidence too good to pass up: 5+1 equals 6, our brand's number built right into the ritual.

We turned that numeric coincidence into an activation mechanic, "Happy Hour 5+1=6." We activated selected bars in major cities across the country, offering free Cachaça 51 caipirinhas during the first hour of happy hour, and after 7pm, anyone who ordered one got a second one free.

Physical bar activation, amplified on social media with influencers and strategic content.

The brand earned real presence during cachaça's most classic consumption moment, in a way that made sense for both the wallet and the heart of the consumer.