Although year after year Victoria beer brand power increased, its attributes as a brand that prides and represents traditions and heritage decreased every quarter due to increasing competition from other brands of alcoholic and non-alcoholic beverages who tried to appropriate the moment of food consumption.

Given this panorama, the brand needed not only to reinforce its credentials of pride and tradition, but to reinforce the intrinsic part of the product, differentiate itself and achieve relevance with young food lovers, explorers of new flavors and experiences, but not very loyal to brands, especially beverages.

The brand needed to differentiate and take advantage of a fertile territory in beer category to build its quality credentials: being brewed for local taste and stand as the beer that better accompanies Mexican flavors, increasing the positive feeling to 90% (vs 81% the annual average of the brand)

To pay tribute to the Awesome flavor of Mexico and the variety of ingredients that Mother Earth has given us since ancient times and that are now part of Mexican gastronomy. We returned to the origin of everything: the land, to which we literally gave voice to show the history and evolution of our gastronomy and transmit the message that only Victoria beer could say: to be a companion and witness of the transformation of Mexican food thanks to its presence over time in the Mexican market.

On World Earth Day, a video content was unveiled and to build consumption occasions, through personalization at scale, different audiovisual pieces were made highlighting the most emblematic dishes of the 4 most important gastronomic regions of the country.

Through social listening we find that Mexicans are proud of their food, they love it and boast it due to its richness and international recognition, but in reality they know very little about its ancestral meaning and where the flavors they currently enjoy come from.

With the help of a brewmaster we discovered that Victoria organoleptically pairs better with Mexican dishes by balancing the flavors and cutting the greasy feeling of some dishes: pozole, grilled meat, mole, tacos, etc. so we decided to capitalize on this in communication.

To differentiate from competitors who only showed the moment of consumption, we tell in a story, something that only Victoria could appropriate: its trajectory as a brand accompanying their gastronomy. 155 years of experience have made it the 1st Vienna beer with more history in the country, so it had all the authority to enhance our most chingones flavors and accompany them.

To build occasions of consumption, during the campaign months, the content was diversified to have personalization at scale, developing audiovisual pieces with the advice of master brewers to highlight the dishes that best paired with Victoria beer, as well as the most emblematic of the 4 most important gastronomic regions of the country (north, pacific, south and shoal) and were set in a geolocated way to obtain resonance in each region.

We replicated this same principle on a website where people could take a brief tour of the different regions and flavors of our land.

Mexico's chingón flavor videos managed to get Mexicans to find the relevant brand message with +6pts vs the market average, complete 51M views (+172% vs. planned), have a VTR of 89% (+54% vs the benchmark) even in 2min videos, a completion rate of 60% (+14% vs the benchmark) and an engagement rate of 57%.

The campaign reached 59.5M users, people found the relevant brand message, with 88 points (+6 pts vs MKT AVG) and positive sentiment increased 99.5%.

Brand power increased to 7.38 points (+0.11pp) and the key attributes were also raised: +0.5 pp in a brand that represents our traditions and heritage, +1.8pp in representing my national pride & +1.5pp in combining the best with Mexican flavors.

Purchase intent increased like never before, 86% (+9pp vs market average), this campaign contributed 44% of total sales from March to October 2021, getting a positive ROI of 112%.