THE SR. BACANA BRAND IN COVID-19 PANDEMIC: affective memory on Instagram


 The micro brand Sr. Bacana from Bauru reinvented itself in the pandemic when it was launched on social media Instagram. To differentiate his business commodities market, he bet affectionate memory of warm and good- humored grandfather, who has been selling sugarcane juice coconut water for 30 years city. methodology began with bibliographic foundation brand, advertising, Instagram an analytical description brand's history communication its first year existence, reaching almost 30,000 followers. We identified three stages Bacana's journey: 1) launch brand; 2) connection; 3) as a digital influencer.