Nativa: A Cassava beer brewed for local transformation

Nativa Beer, a beer band, launched a campaign in Colombia to increase per capita consumption, ensure 91k HL sales of Nativa beer, position the brand as a beer made with local raw materials, and achieve an awareness level of 70% and trial of 30%.

Campaign details

Brand: Nativa BeerBrand owner: Anheuser-Busch InBevEntrant company: MullenLowe SSP3 - ColombiaIdea creation: MullenLowe SSP3 BogotáMarket: Latin AmericaSector: Alcoholic drinksMedia channels: Outdoor, Out-of-home, Point-of-purchase, In-store, Word of mouth, Influencers, KOLs, Public relations, Content marketing, Television & Connected TV, Product samplingBudget: Up to 500k

Executive summary

This case demonstrates how a people-based innovation, with a commitment to regional development, can bring significant benefits to the company and its consumers.

Nativa Beer is the first Colombian industrial beer based on cassava whose production involved farmers...

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