Antarctica Pilsen: Rio de Janeiro, the city where people meet
Daniel Arthur Diniz Machado and Augusto Veríssimo
Campaign details
Brand owner: AB InBevLead agency: AlmapBBDOBudget: 3 - 5 millionCountry: BrazilIndustry: Beers, lagers, stouts, ciderMedia: Events and experiential, Online video, Outdoor, out-of-home, Packaging and design, Radio, Social media, Television
Executive summary
This case study shows how Antarctica, the leading brand of beer in Rio de Janeiro for the last seven years, leveraged its local history to overcome new competition from global beer brands. Recently threatened by global brands, which had...