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Cristal Barrio

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Insight 

In Peru people are closer to their neighbourhood (Barrio) than to the country itself. It seems obvious at first glance but, in fact, Peruvians are so used to putting their country on a pedestal that they tend to forget the reasons why and the real emotional connection with the country today becomes more difficult to explain. This feeling gives them a state of mind peace at the end of the day that can easily become true love to their origins and make them proud. 

Peruvians are losing connection and closeness to the one-country-fits-all idea. For example, people from Piura or Puno share the same nationality and that’s it. They are not truly connected because they aren’t physically close and they are so different in a cultural plane. “Being Peruvian” has worn out and now there just a few moments to activate consumption due to so many brands using it. 

The truth is that people are driven by small groups rather than big ones. Because the idea of a country is too abstract and the notion of a neighbourhood is more “down to earth” and a palpable definition. That’s why Peruvians feel so identified with the saying: “You can leave the ‘hood but the ‘hood never leaves you”.  

Back in the 18th century, Peru and specially Lima was divided by walls in neighbourhoods and more than 200 years later, even if the walls came down, these divisions are still present and people really feel identified by their ‘hoods because they feel they can achieve bigger things. 

Strategy 

For years, Cristal used the “country” communications territory as a bigger picture trying to express union as a big group. This territory found few moments to become relevant in 2016 considering union and “Peruvianity” for granted as an objective, becoming idealist and distant; with few communicating possibilities. 

This caused Cristal to stagnate itself in a creative loop, trying to talk about something so ethereal and superficial that it started to affect and taint consumers’ emotional connection with the brand. 

IPG Mediabrands and AB InBev understood in workshop-level meetings a great opportunity to refresh the “territory” insight and move from an abstract idea to an intimate one in exploiting emotional connection at a micro-level, starting with sub-groups that allowed the brand to find more profound insights and connect better with consumers. That’s how BARRIO was born (‘Hood or Neighbourhood in local Spanish). 

BARRIO has a strong sense of belonging, emotion and “down-to-earth” allowing brand versatility associated with frequent consumption without losing the “territory” insight used in the past. A “barrio” or neighbourhood was not only identified by consumers as a space to group up but as an attitude and emotional connection that identify and unite them. The creative concept was: “TENEMOS BARRIO, TENEMOS TODO” (“We have ‘Hood, we have it all”).  

This gave the brand a new role with its consumer, becoming a new member of the Barrio and being the one that will celebrate every Barrio moments, no matter if their always good or not so good, with Cristal the Barrio support network is a little bit more aware of the meaning of being part of it.  

Execution 

The agency started by changing its way of communicating with the target from a brand that used to talk only like a beer to a brand that talks like someone in the hood.  

With the new brand territory and a fresh creative and platform, the execution started with a brand refresh: new logo, new packaging, new and more potent key visual illustrating the local BARRIO idea and imaginary. 

The teams came up with four communication themes that defined the BARRIO idiosyncrasy: “school” (slang for being knowledgeable), “family”, “flavour” (slang for enjoyment and cockiness) and “corner” (slang for not being gullible). 

Campaign implementation included a volume generation promotional execution called “Levanta-chelas” (“Beer weightlifting”) where people could “practice” weightlifting with real beer boxes for a real event that took place several weeks later. 

The campaign came to life on contact points that allowed closeness, without losing sight of reach and business objectives. Reach was prioritised using an annual platform of key media like open TV, radio and OOH – the top three high-reach media used by the core target. Plus, local executions allowed more connection with several different types of consumers outside Lima. 

Graffiti was used across all executions, being a classic element in every neighbourhood, contributing to brand narrative in all passion and contact points by using street art and “flavour” to connect easily with consumers using their own codes and inviting them to participate with the brand. 

The digital platform focused in social listening and conversation generation in order to pick up consumer-provided insights about classic and new neighbourhood codes that later sparked content that felt natural and emotional with the people from the ‘hood. 

Results 

Objectives were surpassed significantly: 
 +5% brand equity 
• +6.5% sales volume 
• +2.5% share of market 
• +6% number of consumers 
• +S/. 104 M in income   

Unexpected results: 
• +15% frequent consumption 
• +2.1% category consumption thanks to this campaign. 

Have Your Say

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Brand:
Cristal Beer
Brand Owner:
Anheuser-Busch InBev
Category:
Drinks (alcoholic)
Region:
Peru
date:
December 2016 - April 2017
Agency:
Initiative
Media Channel:
Events,Online,Out-of-Home,Radio,Retail/POS,TV
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