September 8, 2012

The newsstand of tomorrow... cool urban space or app store?

On weekends, I enjoy going to the newsstand to buy the paper and check out anything new.  Because I like the ritual of going there and browsing, I never feel inclined to subscribe to my favorite magazines.  Although, I've also been downloading a number of non-Brazilian publications on the iPad, there's something special about looking at the covers, flicking through the pages and picking out a title that I usually don't on a regular basis more like an exercise of exploration.

From a marketing standpoint, this is also an impulse channel that has huge potential and is very underdeveloped.

Some newsstands here in São Paulo are fantastic but the vast majority are pretty standard, nothing special about them.  I was happy to read that Abril - Brazil's leading magazine publisher - has just launched a contest for architects and engineers to design the next generation of newsstands.  The winning concept will be built in a new renovated public space adjacent to the Largo da Batata subway station.

I'm very curious to see what will come out of this movement.

September 6, 2012

Bacardi with a good friend

This week, I met with my friend Fabio di Giammarco - the guy who runs Bacardi Brazil .  I keep forgeting how nice it is to meet with friends for a drink, enjoy good conversation and chill out after a day at the office.  I got a do more of that.  Fabio has one of those dream jobs, working on a cool category with legendary brands.  We ended up talking marketing (which is inevitable) and he talked about his new campaign for Bacardi Green Apple.

I love the campaign.  The suspense of people taking to the streets protesting... the release of the senses...  and the urban cool vibe of a great bar scene celebrated with the World's most famous rum.  The production quality (do you see the bat graffitti on the brick wall?) and sound track is amazing.  Campaign created by Agência Peralta, São Paulo.

I told you he had a dream job.