Flavor Origins
client
AB INBEV
campaigN
Flavor Origins
BRAND
CUSQUEÑA
services
Data Intelligence
Creative Concept
Content
Influencer Management
Social
Creative Development
Brand Strategy
Production
Brand Experience
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Challenge
In 2023, Cusqueña introduced the concept “The Flavor of Every Moment”, shifting its communication focus to make the brand more relatable.
Emphasizing moments shared around food. This year, they wanted to continue with this approach but with a PR stunt.
Solution
We discovered that taste preferences are linked to our genetics and that everyone perceives flavors differently. Using this insight, we conducted DNA tests on several individuals and, based on the results, created personalized menus where each dish’s flavors were perfectly complemented by a specific variety of Cusqueña.
To launch this idea, we organized a event where each participant, who had taken the DNA test, could taste a dish crafted not based on their preferences, but tailored to their unique genetic makeup.
