We came up with a strategy to add innovation where the product needed it most: in the design of the Norte Wide Mouth Bottle.

Wide Mouth Norte was promoted as a special edition bottle, 'Designed to Celebrate.'

The bottle design was a focal point of each spot, harnessing the ritual of consumption and highlighting the role of the product as the backbone of the campaign.

That way, we were able to surprise the consumer using a call to action, centered around generating consumption at points of sale and integrated into a larger campaign that included television, graphics, radio and online, all of which incentivized consumption.

We distributed the new Norte Wide Mouth Bottle in supermarkets across northern Argentina, with the 'Wide Thumb' attached to the back of the bottle. Not only did the launch of the bottle not go unnoticed, we exceeded our sales projections by 9%. And the campaign added a modern element to Norte Beer’s image.