Libera tu Vibra

Challenge

Santa Helena came to DAf for the launch of three new products in Paraguay, under the name Vibra. These are fusion wines, each of them a playful take on wine, fruity, light and refreshing to appeal to the young, adventurous segment of this South American country, and with flavors suited to tastes popular there. One is inspired by a locally-drunk mix called “Fantuvi“ which mixes a sweet wine with orange Fanta, another one is sweet but without the hint of orange, and the last, a white fusion drink contains some of the flavors associated with tereré, a cold mate (herbal) drink, such as mint and lemon.

For DAf, working in Paraguay was new, but as an agency, we had to adapt to the needs of the Paraguayan market, to understand their insights and create a high-impact campaign for TV and digital with our eyes set on opening a space in this competitive market for Vibra.

Television Commercial

The commercial is to the soundtrack of the music as described below with a contemporary trap/reggaeton beat, and starts with a shot of one of the colorful speakers in a hat-tip to the wine collar colors, followed by ice cubes falling into a glass of the product. Following are groups of dancers in the style of urban dance crews, and people moving energetically past an outdoor café where people are playing cards, as well as a fruit stand where some of the botanicals can be seen and scenes of a splashy cheers of the different products in a variety of glasses. The wine is present throughout, with bottles in people’s hands or placed on the cobblestones, always with condensation showing the refreshing nature of the wine. The scene ends with the dance crew energetically dancing down the street towards the viewer. One of our major challenges to do this was to film in Santiago, Chile and have the street scene resemble and evoke Paraguay, since traveling was made impossible by the pandemic.

Key Visual

There are two versions of the key visual, horizontal and vertical and in each the image consists of three hands raising each one each of the three bottles, vino fusión naranja, vino fusión dulce and vino fusión limón menta, beaded with drops of condensation and emanating frosty vapor against a blue-green background. Two of the bottles lean towards each other as if to communicate, “cheers.“ Each has the hashtag #liberatuvibra, or “unleash your vibe.“

Photography

The photos, shot outside in an urban backdrop show the wine varieties, instances of consuming the wine and three varieties in three different shaped glasses, a wine glass, a tumbler and a jar with a handle, giving a splashy cheers. Others show the young, multiethnic, streetwear clad consumers of the wine posing in front of three large speakers that represent the collars of the wine bottles in orange, yellow and lime green, taking selfies and in poses typical of casual, relaxed get togethers in an urban, tropical setting.

Social Media

DAf produced four 6“ videos for social media, which make ample use of the three signature colors, dance, movement, splashy cheers, split screens and urban dancing, to a lively, contemporary trap/reggaeton beat with the refrain, “Dulce naranja vino fusion, y seguimos vibrando,“ which translates to “sweet, orange, fusion wine, and we keep on vibing,“ excerpted from the song we created for them. One video showcases all three products and the three remaining ones each focus on one of the products.

Music

The song DAf created for Vibra was inspired in trap/reggaeton music, which is popular among this segment (ages 18-24) in Latin America. The music starts with and relies heavily on synthesized beats and sounds, echoing the type of music popular with this consumer, and with a couple of clinks that are both musical and hint at the sound of ice falling. The lyrics make reference to the rising temperature and the refreshing nature of the product, of enjoying it with friends and the novelty of Vibra. They also allude to unleashing creativity, belonging, the concept of latinidad (or being latino), toasting together, and encourage listeners to “libera tu vibra“ or “unleash your vibe.“

Making Of

We put together the production of Vibra’s campaign on a small street in Barrio Brasil, choosing shots and cuts to give a good sense of Paraguay, from Chile.