The "Tuga by Praxis" campaign was developed for Praxis, in partnership with Lidl Portugal. It arose from the need to deepen a concept and a line, initially advanced by Lidl, in order to create a closer relationship with the Praxis public.

This concept gives life to the most typical Portuguese proverbs, through clippings and collages, encouraging and enhancing the public's empathetic connection with this range of craft beers, made up of three types of beers and very different Portuguese profiles: "Xico Esperto, Loirinha and Gingão". Each proverb was strategically thought out and associated with a specific beer profile.

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