Gingah

Challenge

Gingah was born to propose a new way of drinking: a sparkling beverage made with fruit, Brazilian flavors and functional ingredients, pairing refreshment and taste with real benefits for the body.

The challenge was building this brand from scratch in a category that treats healthiness with seriousness and little personality. We wanted the opposite: a healthy drink that doesn't look healthy, desirable for its taste, its experience, its personality, with the benefits as a bonus.

To get there, we needed to turn Brazilian origin into real differentiation. Not the clichéd version of Brazilianness, but the one found in the way people talk, mix things, experiment, in doing things with more ginga.

Solution

The strategy came from the meeting of two territories: proposing new choices for traditional consumption moments and celebrating Brazil as origin, repertoire and attitude. That's where the name Gingah came from, inspired by Brazilian ginga, spontaneous and irreverent, with its own way of doing things.

That thinking became "Celebre o novo" ("Celebrate the new"), the concept that came to guide the whole brand: an invitation to discover new flavors, try new combinations and turn a better choice into pure pleasure.

Visually, Brazilian flavors take the lead: vibrant packaging, typography with attitude, seals and textures that add personality. Photography, messaging and applications follow the same tone, with humor and energy, just like the cans, the "Gostinho do Brasil" cap and the crew featured in the campaign.

The result is a healthy brand that doesn't behave like a wellness brand. Gingah turns functionality into pleasure, Brazilianness into attitude, and invites everyone thirsty for the new to celebrate.