Antarctica Beer And The World's Best Social Network

This case study explains how Antarctica, a beer brand, rebuilt its connection with people in Rio de Janeiro, Brazil, by encouraging people to put down their phones and enjoy carnival.

Antarctica Beer And The World's Best Social Network

David Gross and Augusto Verissimo

Campaign details

Brand: AntarcticaBrand Owner: AB InbevLead agency: AlmapBBDOContributing Agencies: BFerrazCountry: BrazilIndustry: Beer & ciderChannels used: Events & experiential, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio, Social media, Sponsorship - event, property, Television, Websites & micrositesBudget: 1 - 3 millionCategory: Effective Channel Integration

Executive summary

Antarctica is the top beer brand in share and preference in Rio de Janeiro, Brazil's most important beer market.

Its success...

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