Sagres Beer - Get on the Field

Fisher Portugal made Sagres Beer the number one beer in Portugal by tapping into the aspirations of its consumer.

Sagres Beer – Get on the Field

Fisher, Portugal

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...

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