Antarctica Beer And The World's Best Social Network

David Gross, Augusto Verissimo

This case study shows how Antarctica, a beer brand, cut through the advertising noise at the Rio de Janeiro Carnival celebrations by reintroducing its Brazilian consumers to tech-free fun.

Campaign details

Brand: Cerveja AntarcticaBrand Owner: AB InbevLead Agency: ALMAP BBDOContributing Agency: BFerrazCountry: BrazilIndustries: Beer & ciderMedia Channels: Online display, Online video, Outdoor, out-of-home, Radio, Sponsorship - event, property, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive Summary

Antarctica is the #1 beer brand in share and preference in Rio de Janeiro, Brazil's most important beer market. Its success is due to its insider positioning; shedding light on, renewing and valuing assets that genuinely matter to its citizens.

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