CLIENT
Ambev Guatemala
Alejandro Fernández, Marketing Manager María José Marroquín, Brand Manager
AGENCY
Manuel Madrid, CEO & General Manager Jorge Solórzano, Creative VP Víctor Pardo,Digital VP Mónica Olivari, Account Director Elliot Rivas, Creative Director
SUMMARY
For more than 30 years, Cervecería Centroamericana, with its flagship brand Gallo, maintained a market monopoly, achieving position as an icon of pride and quality.
This was so until 2003, when AB InBev entered the market with Cerveza Brahva and made it responsible for bringing dynamism and variety to the beer market in Guatemala, reaching volumes of relevant sales and turning Guatemala into the country of the "cuates". Through an aggressive price strategy, Brahva managed to boost the growth of the category; nevertheless the brand continued to fall until that affordable price began to play against it affecting its perception of quality and causing sales to fall significantly, coupled with the pressure exerted by the local leader with campaigns that evoked nationalism, heritage and tradition. Our idea was to "Make the biggest disadvantage of Brahva its main advantage" and go from modifying the culture of our consumer to being part of it. We take advantage of the most important moment of the category to connect again with the consumer who prefers Brahva and for whom his communication is really relevant. This is how we transformed the traditional Convivios into CHELIVIOS, a sum of ¨Chelas + Convivios.
