PaceñA successful co-branding with the Ministry of Cultures and Tourism
Mateo Urquizo-Sarue
Campaign details
Brand owner: Cervecería Boliviana Nacional (Anheuser-Busch InBev)Lead agency: Raza and ZenithOptimedia BoliviaContributing agency: Rodriguez Baudoin, Lola and SobritiesBudget: 500k - 1 millionCountry: BoliviaIndustry: Beers, lagers, stouts, ciderMedia: Earned media, buzz, Events and experiential, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Social media, Sponsorship - event, property, Sponsorship - media, Television, Word of mouth, advocacy
Executive summary
This case study describes...