Campaign details
Advertiser: Anheuser-Busch InBevBrand: BudweiserAgency: Africa São PauloCountry: Brazil
Objectives
In Brazil, the beer category is undergoing a sysmic shift.
In a not so distant past, the category was much less complex. It was concentrated in a handful of traditional local brands fighting basically for price and distribution. In terms of communication, each brand tried to take a position among consumers, but in reality it all came down to a fight for being Top of Mind. Albeit being huge, and very important for Brazilian culture, the category was commoditized and largely undifferentiated....