Nomes da Cachaça

For Cachaça Day, we needed to bring Cachaça 51 into the national conversation around the drink, speaking to a broad, genuinely Brazilian audience, people who already have an emotional relationship with cachaça and call it by a nickname all their own.

We noticed that cachaça carries an enormous range of regional nicknames across Brazil. From "marvada" to "amarelinha," each name holds a story, and that was cultural gold nobody had really explored yet.

From there, the idea came almost naturally: why not ask people directly how they name their own cachaça? We launched that invitation on social media and watched the most iconic regional nicknames surface organically. The most-submitted names came to life as OOH pieces, illustrated by Brazilian artists, and we created discount coupons via Zé Delivery to turn the conversation into real consumption, with influencers and brand ambassadors amplifying the movement.

Integrated campaign across OOH, digital, and influencers.

What started as a simple question became a national celebration of the emotional bond between Brazilians and their cachaça, with 51 right at the center of that conversation.