| Story | Synopsis;Quilmes has always been Argentina's best-selling beer. But in 2008, the upward curve began to decline.;As is happening in almost all global markets, we were losing share due to the appearance of premium and craft beers.;After a lot of work, we finally understood that the brand had to return to its roots based on a strategic change: "Proud of what we are". Managing thus to emotionally reconnect with its people.;And, although some indicators started to pick up, the bullying continued and our sales reflected it. Our case was more complex.;We ran up against an unexpected reality: 57% of our consumers felt that the brand was not the same as before. And worse still, 85% of them said that the reason was that the beer was no longer the same.;Something had to be done. We had to recover that place at the Argentine’s dinner table.;Outcome;Results showed that not only had this launch impacted positively versus the previous year, in variables such as "good flavor" (+2pts), "superior quality" (+3pts) and "goes well with meals" (+2pts), but also in those indicators that we had thought impossible to regain. From October 2017 till now, sales have outdone objectives, registering a peak in February 2018 that even exceeded an unprecedented +2pts in company country sales.;We know that we are on the right track, but we have not reached our destination, but rather we are at the starting line striving to return the brand to the place it deserves: on the dinner table of all Argentines.;Execution;The success of the product change depended on the message reaching the core target, but also all Argentines who could legally consume beer. Quilmes Clásica had returned and everyone deserved to try it!;Waiters’ Summit" portrays waiters from all over the country in an old Argentine restaurant tasting the new Quilmes Clásica. Expectations rise as the most experienced waiter tries it. The first sip brings back endless memories of great Argentine classics. His mind and palate agree that its former flavor has returned, triggering a "Holy fuck!".;This launch was communicated through diverse channels: social networks, radios, etc., specifically designed to enhance the message according to the medium.;Following the good results, we decided to inform that our Quilmes Clásica flavor was great! Within the gastronomic realms, waiters were convinced that it was great news to tell! In a classical way, word spread that it was being endorsed by customers.;Campaign Description;Being the most important beer in the country and a popular root, our mission has always been to be the best beer for the greatest number of people.;Unexpectedly, we discovered that the beer had changed over the years: People were right.;So after working with a great team of professionals, we were able to change our recipe. And Quilmes Clásica was born!;Who better than the waiters in our country’s most classical venues to taste and commend it?;Undoubtedly, everyone agreed that the classical Argentine beer had returned.;After some months we knew that we were on the right track, but to be consistent, we needed to continue announcing that Quilmes Clásica’s flavor was good.;So, we started where we had finished: in a typical tavern. But now consumers had the final say. When thumbs went up, we reckoned it could not be otherwise: in the classical way. |