Turning a threat into an opportunity.
Budweiser Argentina. Repositioning, 2018.
AB InBev had inherited a tired brand. Years of price promotions had cratered Budweiser's quality perception. The country was in the middle of a craft beer boom. Microbreweries on every corner. Everyone talking about hops, malt, brewing times. The category had moved. Budweiser hadn't.
The craft wave was an opportunity to refresh an industrial brand. People had learned about beer, about the fermentation process, about brewing. Budweiser had 150 years of brewing credentials. The job was to take ownership of the language craft had built.
We Brew Birra. The 21-day brewing process as proof of quality. Birra as the bridge with Argentine popular consumption. The campaign switched between English and lunfardo.
The risk was sounding pseudo-technical. The decision was to let the campaign laugh at itself while never breaking the brewing argument. Brewing serious, birra fun.
Growing in sales, in quality perception, repositioned in a category that until then was only divided between mainstream and premiums.
Led brand strategy at Africa during the pitch. After winning, continued for two more years as freelance strategy director for Budweiser, alongside Africa.