Ab InBev: Victoria 1.8

Beer manufacturer AB-InBev launched Victoria 1,8% in Mexico to protect its production and distribution after the government banned beer during the COVID-19 pandemic in 2020.

Objectives

In April 2020 during the COVID-19 pandemic, the production and distribution of beer were declared prohibited as it was not considered an essential activity and as a measure to prevent contagion. However, accepting the situation involved stopping the livelihoods of many families and stepping back years of ongoing brand communication efforts.

That's why the main objectives of developing this work were:

  • Improve Victoria's brand positioning as the brand that exists to highlight the "chingón" of Mexico, remind Mexicans how cool their country is, and make them feel positive about the future of their nation.
  • Establish a new moment of...

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