Andes is a 100-year-old beer brewed in the Province of Mendoza, by and for Mendoza exclusively. But in recent years the share has dropped in its own market: Mendoza. According to Kantar's studies, Mendoza was disconnected from the brand's values. For this reason, starting in 2020, all campaigns start from the strategic territory of the brand's relaunch: the pride of being from Mendoza. Created based on local data that excludes all Mendoza people from any promotion given a province law that imposes an extra tax on promotions in Mendoza territory, we launched The Payback Promo, a promo just for Mendoza.

Mendoza is one of the largest provinces in Argentina but despite that, they have the aspirational in Buenos Aires, the capital of the country. They do not feel so much pride in their origin. That is why Andes, a Mendoza brand par excellence, began to highlight the pride for everything that is Mendoza and give importance to the problems of the people who live in the province. In the case of this idea, the brand proposed a rematch for all the times they were left out of the promos.

Andes is a 100-year-old beer, it is the historic Mendocinean beer. However, in the past 5 years the brand lost connection with its target to new brands that began communicating. That is why in 2020 we decided to re-launch it with a new image and to carry out campaigns with the aim of connecting 100% with all Mendocineans.

Given that the Brand objective and strategy aim to reconnect with Mendocineans, our audience to reach was everyone with LDA in Mendoza, especially young people from 18 to 25 years old.

Due to a local tax-imposed contests and prizes, we learned that national and even international brands have been excluding the province of Mendoza of their special offers.

That is why each time a new special offer in launched, Mendoza is left out and left with this message in their minds “special offer valid in the whole Argentinean Republic, except for Mendoza”.

In 2020 we relaunched Andes, a 100-year-old beer from Mendoza that was disconnected from its main audience since did not communicate for years. That is why the objective was reconnect with all Mendoza, especially 18 to 24 years old, starting from the strategic territory: Mendoza pride, extolling all the cultural codes that identify the people who live in Mendoza. In this search, we identified different insights and local pain points, among them the one that led us to the campaign: "no one from Mendoza has access to brand promotions due to a provincial tax that is applied to the promotion" that is why the constant claim was that they were left out of all promotions. From this finding, we understood that Andes was the only brand that could give a little back to the people of Mendoza, leading a solution that challenges them and brings them closer to the brand.

The campaign was based on the finding "all Mendoza are left out of the promos because an extra tax applied by the province to execute them." From this, Andes, the Mendoza beer launched a promotion throughout the country, but it was only valid in Mendoza. the tone is humor and irony, thus seeking instant identification with the campaign.

The idea sought to give back to the people of Mendoza a little of everything that was left out, making the first promo ONLY FOR MENDOZA, excluding the rest of the country.

Although the brand's mass media and social networks were used to publicize the campaign, what we sought was to work on viralization through PR efforts and influencers, since the objective was to have the positive sentiment of the people. The campaign generated so much identification within the audience that participation and appearance in different media flowed organically.

-Sales +40% (SEP vs. JUL)

-SOM +5% (JUL – SEP)

-Branding:

Branding 95% (MS – Argentine average 73%)

Enjoyment 87% (MS – Argentine average 59%)

Love 57% (MS – Argentine average 29%)

Like 92% (9 out of 10 people liked something about the campaign)

“ANDES is a funny Brand” +18pts

“ANDES is a Brand for me” +11pts.

Kantar Worldpanel - Pre & Post campaign study

- Earned media $1.1MM

- Organic Impressions 3.5MM (Andes montlhy average 150k)

-Positive sentiment 81% (Andes average 75%)