Paceña: A successful co-branding with the Ministry of Cultures and Tourism

This case study describes how Paceña, a Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival, to becoming the Official Sponsor of Bolivian Tourism and Culture, successfully exporting the Bolivian culture and beating the campaign's objectives.

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 500k - 1 million Bolivia Beers, lagers, stouts, cider 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

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