Sandy, you hussy?

247 – Imagine a cauliflower. It's sexier than Sandy.

Imagine a broccoli. It's also sexier than Sandy.

Mix the two together. They'll be even more impure and depraved than Sandy.

What is the function of advertising? Is it only to sell, or also to convey some truth about a product?

If Nova Schin's intention was simply to sell, the brewery hit the mark by featuring the singer in its beer commercials. Sandy became a hit on YouTube and social media. And the Devassa brand occupied a significant space during Carnival.

But if the intention was to associate any real concept with the brand, the company failed. With the campaign "everyone has a wild side," it went for a no-holds-barred approach and discredited its own beer as a product. After all, Sandy doesn't drink. She finds beer a bit "kind of bitter."

Schin hasn't always acted this way. To this day, its best campaign was the "Try It" one. That was a real attempt to demonstrate "truth" about the product. Essentially, it sold the idea that almost all beers are the same – and that it was worthwhile to overcome prejudice against the brand.

With the Devassa campaign, the brand gained media exposure.

But that doesn't guarantee it will sell more beer.

Watch a video from the campaign: