Issue

The Argentinean market is saturated with brand beers. The craft market has been growing rapidly for the past years. New was issued to launch a new artisan beer, Andes Origen.  Produced with ingredients from Patagonia and originally crafted in Mendoza, a renowned area in Argentina for being producers of some of the greatest wines of the world. The objective was to position the product in the Core Plus category, between mainstream and popular brands, where the competition is growing rapidly.

Approach

A concept that talks about the simple treats that we give ourselves: Gustito. We commissioned the french artist Jean Jullien, to help us create a brand, concept and a totally new language for a beer brand. The overall campaign contains TV spots, outdoor, online and disruptive installations across the country.