Ambev Guatemala

Alejandro Fernández, Marketing Manager
María José Marroquín, Brand Manager

El Taier DDB Centro *Lead Agency

Manuel Madrid, CEO & General Manager
Jorge Solórzano, Creative VP
Víctor Pardo, Digital VP
Mónica Olivari, Account Director
Elliot Rivas, Creative Director

The market for alcoholic beverages in Guatemala is characterized by a high consumption of beer, being the leader of this category Cervecería Centroamericana, who has positioned its brands as icons of pride and quality, also achieving that consumers develop a preference for Cerveza Gallo whose profile it is stronger, bitter, and full bodied. Cervecera Ambev with 29% share of market, needed to face rival to steal portions of the market, so we discovered that although consumers were preferred to strong beers, they also valued refreshment and ¨drinkabilitity¨. So we decided to make a very risky bet, in which even the market leader had failed, a bet that was against the logic of the market: Bring Guatemala Busch Light ¨A Light Beer¨. But, how to introduce to the Market a beer with an intrinsic profile different from the preferred, mission in which even the local leader had failed? and How to subtract market shares from a leader who appeals to nationalism by introducing an international beer with no tradition? We decided to personify the main attribute of the brand "The Refreshment" creating a consumer alter ego, with the ability to connect with him entertain and amuse him. We appropriated the functional attribute "Refresh" and we made it cool and fun through a Yeti. We not only reach the goals proposed, but we go over them.