Antarctica: Not a big fan

Antarctica, a beer brand, increased interaction with Brazilian youths and views of its web series by launching new comedic episodes to connect with its target.

Campaign details

Brand: AntarcticaLead Agency: ALMAP BBDORegion: LATAM

Strategy

Objective

Antarctica is the number 1 beer in Rio de Janeiro. And two years ago, we transformed its communications, focusing all of its campaigns around a web series specially to address their communication to the young audience. The shows were a hit. But after the second year in a row, they weren't bringing the innovation that the brand needed. So we had to think about how to innovate in order to draw in new viewers/consumers to watch our stories.

We needed to increase the numbers of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands