To reach those goals, we decided for a strong bet.

Quilmes had already launched its campaign with their celebrities, two of the biggest, most famous and beloved actors of Argentina: Ricardo Darin and Guillermo Francella.

In contrast, we chose two young actors relevant for the target: Chino Darin and Nico Francella; the sons of both Quilmes celebrities.

We made use of our opponent’s strength in our favor. We provided our campaign with a higher impact while we strengthened the young image of the brand.

We contacted Chino Darin and Nico Francella while their fathers Quilmes campaign was still being aired. Convincing them was no easy task but they finally accepted. The spots were shot in a completely confidential manner and as soon as Quilmes´ campaign was off the air our spots were ready. They were first aired during a soccer match of the National Selection Team that was key to classify to the World Cup in Russia. With the entire country glued to the screen, our spot was aired before the game and in the half-time. The conversation was immediately installed and absolutely everyone noticed it. Everyone was surprised and talking about Schneider´s campaign. The press also picked up the ¨coincidence¨ of our campaign as a relevant piece of news.

Over than 6 millions views

+15% share of voice

87% brand association