Impala “Cultivando para um futuro melhor"

With the aim of strengthening the reputation of Cervejas de Moçambique (CDM) and its social and economic commitment to the country's development, a strategic communication plan was developed that demonstrated that Impala beer is a success story and innovation, with Mozambican DNA.

This strategy allowed us to strengthen relations with strategic Government Entities for CDM and enhance relationships with current and potential consumers.

My involvement refers to the first part of this project, whose strategy was to promote the history of Impala and its impact, through the feeling of "national pride". Several strategic communication instruments were activated, such as: public relations; marketing communication; and social and information marketing campaigns.

As a starting point, a documentary was developed that gave a voice to the machambeiros (farmers) involved in the production process of Impala beer. Through their testimonies, it was possible to show the brand's contribution to the country's economic and social development. These stories were used for ATL and BTL communication media.

In terms of public relations actions, the creation of a radio program that shared useful information and testimonies for local farmers stands out. The program, entitled “Cultivating for a Better Future”, promoted and sponsored by Impala, reinforced the importance of agriculture for the economic and social development of Mozambique and helped more than 7,500 small farmers to prosper.

In Ernead Media alone, PR actions generated a return of 1,378,845.00 MT.

Because Impala is much more than a beer!