CRYSTAL BEER
A brand repositioning that transformed an old-fashioned beer into a guest of honour at countryside parties as the creator countryside of hits songs.
CRYSTAL BEER
REFRESHING THE COUNTRYSIDE
Ethnologic research, a careful study of market dynamics, and a deep dive in the evolution of local cultural symbols: three highlights of this challenge that aimed at regaining Crystal's prestige among a new generation of consumers that were not interested in drinking the same beer as their grandparents.
From LOW-PRICE & OLD-FASHIONED
to FUN & AUTHENTIC,
Crystal's brand positioning was refreshed, allowing for associations with pop artists, hot events and an fully integrated strategy between digital and important traditional channels.
CHANNEL PLANNING & LIVE STRATEGY MANAGEMENT
The original songs created by Crystal were promoted among fan bases, radio channels and DJ sets before their branded-content counterparts were revealed. That allowed the campaign to be an original hit straight from day one.
RESULTS
a complete BRAND REFRESH
This repositioning led the brand to exceed the competition in attributes related to status.
Consistent loss in market share that had stretched for over one year was inverted as the campaign delivered growth in high-value SKUs, especially in POS of high influence for brand image.
