PaceñA successful co-branding with the Ministry of Cultures and Tourism

Mateo Urquizo-Sarue

Campaign details

Brand owner: Cervecería Boliviana Nacional (Anheuser-Busch InBev)
Lead agency: Raza and ZenithOptimedia Bolivia
Contributing agency: Rodriguez Baudoin, Lola and Sobrities
Budget: 500k - 1 million
Country: Bolivia
Industry: Beers, lagers, stouts, cider
Media: Earned media, buzz, Events and experiential, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Social media, Sponsorship - event, property, Sponsorship - media, Television, Word of mouth, advocacy

Executive summary

This case study describes how Paceña, the most important Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival (the country's most important folklore event), to becoming the Official Sponsor of Bolivian Tourism and Culture in alliance with the Ministry of Cultures and Tourism, successfully exporting the Bolivian culture and beating the campaign's objectives. Paceña's brand objective was to increase volume of sales, consumption and category image for the first quarter of 2015. These were translated to the following campaign objectives: to achieve US $1 million in earned media and to beat the unique engaged users results of the brand's latest campaign. The strategy was designed in alliance with the Ministry of Cultures and Tourism with four fundamental pillars: paid Media, PR, celebrity endorsement and content generation. The campaign results were a huge success. Not only were the results exceeded, but also Paceña became a recognised brand by successfully representing the Bolivian culture, a source of pride for the country.

Market background and context