The concept began with the statement 'Cerveza Santa Fe knows its consumers as well as it knows its friends', The DNA (Documento Nacional del Amigo – National Friend Document) was created, where each person from Santa Fe can be recognised and identified by their nickname.

DNAs GIVEN: 21,000CAMPAIGN CLOSING PARTY: 1,500 peopleSALES: from March 1st to date the brand has had a regional sales growth of 14.3% within an industry that grew 4.5% in the same period.

FB: number of fans increased from 30,000 to 60,550 in 60 days.