Sagres Beer – Get on the Field
When we won the pitch we had a big challenge: change client's mindset. For being brand number 2 in Portugal beer market for more than two decades, Sagres had tried to be everything and speak with everyone. Wrong. Our beer expertise proved that we should appeal to a very special person: the heavy drinker.
After investigating the Portuguese heavy consumer we found out that they are crazy about soccer as much they are about beer. Our strategy was clear: own the soccer territory. The client loved it. And immediately became the...