We proposed a communication strategy based, first of all, on a more corporate approach, positioning Pernod Ricard as a pioneering and innovative company that is responsive to consumer trends, through business interviews with the company's leadership; followed by a phase focusing more on product communication, in which we explored various angles on these two new products, particularly Beefeater Light, due to the interest that gin arouses in the national market. Second, we carried out three branded content actions in NiT, Observador and MAGG which also allowed us to reach other types of communities through the production of audiovisual content with KOL/influencers taking a leading role (Filipa Correia, Vanessa Martins and Maggy Santos).