CCU is a Chilean producer of alcoholic and non-alcoholic beverages. It is Chile's largest brewer and the second largest brewer in Argentina with a product portfolio that includes: Heineken, Budweiser, Amstel, Sol and leading local beers like Salta, Imperial, Santa Fe, Schneider and others.
CASE STUDY: After doing a lot of research and talking with the client I realized that Santa Fe, the province where CCU has the factory, has an important beer culture that started with the immigrants and that continues today in every bar. The brand communication focus on that: Santa Fe’s beer culture, something that no one else was entitled to say. The idea was to link Santa Fe to the beer, the same way Mendoza is linked to the wine. Everyone knows that if the wine comes from Mendoza it is the best wine.
RESULT: The strategy of positioning Santa Fe as the beer capital was a great success that resonated in all the main newspapers and had the support of the media. The client loved the idea as did the local Craft Brewers Association and Santa Fe’s local government.
The concept “Santa Fe, land of beer” was launched with a communication campaign in press, radio and TV and an important event sponsored by CCU and the government. Months later, the Beer Museum was created as well as the Beer Garden. Today, Santa Fe is know for it’s beer tradition and welcomes anyone that wants to taste the best beer in Argentina.
Liso is a special beer glass used only in Santa Fe, Santafesino is a person who is from Santa Fe)
PRESS RELEASE ON CLARIN, THE MAIN NEWSPAPER IN ARGENTINA