The Flavor Of Every Moment
client
AB INBEV
campaigN
The Flavor of Every Moment
BRAND
CUSQUEÑA
services
Data Intelligence
Creative Concept
Content
Creative Development
Integrated Campaign
Brand Strategy
Production
Consultancy
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Challenge
The task was to relaunch Cusqueña, a Peruvian beer that had been in the Chilean market for many years but had recently seen a decline in its brand power (a metric measured by Kantar) within its segment.
It had become the lowest-rated beer in the Core Plus category, even risking being downgraded to a lower category. Despite scoring well in blind taste tests, consumers did not perceive the brand as high-quality when they saw it, and the communication strategy was not resonating with people.
Solution
Historically, Cusqueña's branding focused on pairing beer with food, but it was always positioned in a very premium and overly commercial way, far removed from reality. From the concept ("Quality from the source to your table") to the commercials, everything felt distant. We decided to create a new concept—“The Flavor of Every Moment”—and shift the communication approach to be more relatable, everyday, and contemporary.
We aimed to speak to the audience as equals, not from a lofty pedestal, making the communication more reflective of their lives to regain lost ground. Additionally, we had the challenge of emphasizing the quality of the beer compared to competitors, so we focused on associating the brand directly with flavor and real-life moments experienced by our audience.
