The campaign
Travessia
A collaborative launch between Therezópolis and Bohemia transformed into branded content: a Belgian Tripel with ponkan aroma and a brand narrative about the crossing between Petrópolis and Teresópolis.
Client
Therezópolis · Bohemia
Role
Branded content strategy and editorial construction
Travessia was more than a special edition beer. It was a gesture of approximation between two neighboring breweries—and an exercise in telling that story as a brand, not a campaign.
Challenge
A collaborative launch between Therezópolis and Bohemia ran the risk of being read as a mere commercial opportunity. The task was to transform the meeting between the two houses into a legitimate brand story, with enough editorial density to justify the product's existence—not the other way around.
Approach
- 01
Analysis of the real territory—the mountains, the road, the two cities—as the symbolic raw material for the launch.
- 02
Construction of the 'travessia' (crossing) concept as an editorial axis: a meeting between two houses, two styles, and two sides of the mountains.
- 03
Design of the visual and verbal language for the branded content, with an institutional tone and specialized content density.
- 04
Editorial governance ensuring coherence between the parent brand (Therezópolis), the partner (Bohemia), and the product (Travessia).
Deliverables
- Launch branded content platform
- Conceptual territory and brand narrative
- Editorial direction for content and communication
- Tone guidelines for product touchpoints
Context
In 2015, Therezópolis and Bohemia joined forces to launch a Belgian Tripel with ponkan/tangerine aroma, named Travessia. The name came from the territory itself: the road connecting Petrópolis, home of Bohemia, to Teresópolis, home of Therezópolis, crossing the Serra dos Órgãos mountains.
Content House was responsible for the launch's branded content. The task wasn't to announce a new beer—it was to build an editorial universe around the idea of the crossing: territory, collaboration, craft, and the meeting of two brewing traditions.
The concept became the narrative thread for all launch touchpoints—from the label to communication, trade materials, and dialogue with the specialized audience.
The launch took place on the Serra dos Órgãos crossing itself, along a trail that traverses the product’s symbolic territory—turning the road into a living stage for the brand experience.
Outcome
The launch presented itself to the market as an editorial piece, not just a seasonal product. Travessia differentiated itself within the beer segment's special editions calendar, reinforced Therezópolis’ premium positioning, and proved that a brand collaboration can be told as a story—not a press release.
Credits
- Client
- Therezópolis e Bohemia
- Agency
- Content House
- Strategy
- Bruno Rothstein
- Creative
- Bruno Mizogutti
