Campaign details

Brand: Poker
Brand owner: AB InBev
Agency: DDB
Country: Colombia

Market background

The last few years have been tumultuous ones for the Colombain beer category. The emergence of new competitors, constant tax reforms, new regulations of the Police Code, as well as various changes in consumer habits and preferences, have threatened Poker's leadership on different fronts.

In the last two years, for example, the premium, easy-to-drink (lights), craft and international beer segments have been growing in double digits, while the ‘classic’ beer segment (in which Poker is the leader) has been in decline.

Within this context and with the aim of recovering and energizing sales, Poker decided to extend its iconic ‘Poker Friends Day’ and turn it into ‘Poker Friends Month’: a month where the brand encouraged consumers to meet up with their friends through a prize promotion.

Challenge and business objectives