IDOL

Description of the role: An idol brand has what they call “badge value”. It has followers, or fans to be more exact, that are prepared to go to great lengths to show their support for the brand. Followers feel that being seen beside the Idol brand promotes their own personal brand. Idol brand is one that people feel proud to follow, like, share or interact with.

Motivators for followers: Self-branding, visibility, recognition

Stereotype of a Idol brand: An exclusive brand, which is premium priced and scarce.

Brahma – Foamy Haircut

Beer brand Brahma has always been one of the biggest football sponsors in Brazil. When Brahma was banned from players’ jerseys, they decided to go for the second most important part of footballers’ bodies, their heads. They hired the most famous barber in Brazil to design the Brahma Foamy Look. You know, a hairstyle that looks like, well, Brahma.

The trend started with Sao Paulo player Renaldo and was later taken on by many other players globally, creating a cultural phenomenon. Everyone wanted to be part of it. The Foamy Haircut earned Brahma 37.6 MM impressions and 415 MM impacts.