Ambev has brewed up a successful marketing campaign in difficult times by tapping into the power of livestreaming.
Even before the COVID-19 outbreak, the Brazil-based company, in which Anheuser-Busch InBev holds a 61.9% stake, was applying the mantra of “Stop interrupting, start entertaining” to its communications strategy.
Prior to the pandemic, that might have involved Ambev’s beer brands – a list including Budweiser, Skol, Brahma, and Bohemia – supporting in-person events like soccer tournaments or music festivals to engage consumers across its home nation.
Even as the crisis has yielded an uneven reaction across the country – with complete...