Quilmes is the most recognized beer brand in Argentina, and was sponsor of the National Team for 20 years, but not anymore. We needed a bold campaign, so we made a commercial about the Coincidences between the 86' world cup won by argentina, and Qatar 2022.

We had a great challenge: to make a World Cup campaign that lived up to the expectations of all Argentines who have been waiting for the Quilmes commercial for 4 years.

And not only that, but we also had to take it to our cans, at national level, so that it would be the meeting point with our consumers at the time of consumption. We proposed that every adult in the country, watch every world cup game with a Quilmes' coincidences can in their hands.

IDEA: We found out that there were a lot of coincidences between the last time Argentina won a World Cup and 2022, so we built a visual parallelism between them.

BRAND RELEVANCE: Not only within the category but at a general level, Quilmes is the Argentine brand most associated with football. We can proudly say that there are historical advertisements for Quilmes that have become part of popular football culture. And it is the only brand that people expect and ask for on social networks to see their World Cup advertisements.

TARGET AUDIENCE: Football is the most popular passion of Argentines, therefore, although we seek to focus on the 18-24 audience, we can say that this campaign was aimed at all Argentines who, every 4 years, are united and full of illusion to support their national team.

We launched our limited edition beer cans linking similarities between the 1986 world cup, won by Argentina, and Qatar 2022. We illustrated our can and divided it. On one side, there were the 1986 coincidences, and on the other, the 2022 coincidences. This allowed us to build a more interesting 360º tour of the can. We also took this design to our bottles labels, communication materials at stores, OOH, merchandising and digital communications. Thus, the campaign lived in multiple formats and surfaces, both digital and analog throughout the country through a national communication campaign.

Quilmes is the one that best capitalizes on the World Cup moment in terms of predisposition. The campaign achieved excellent recall, exceeding the norm. The brand association with the national team without being sponsor reached 72%. And was the brand with the best growth in love and meet needs, and the only one to advance in Meaningful among the Core companies. We gained the conversation before, during and after the World Cup. With a well-remembered and highly valued campaign.

Thanks to its design, the special edition of the World Cup sold 46% more than the classic quilmes design. People celebrated the world cup result with our cans in their hands, and even the phrase ‘you were right Quilmes’ appeared in social media with cans photos.

In Argentina football is religion. And the world cup is the most expected global event for argentinians. Quilmes, as the most recognized beer brand of the country and former sponsor of the National team, needed to hack the conversation, before, during and after the world cup. The bet was made. We did a triumphalism campaign in a country that believe in jinx, and we said that we found a lot of coincidences that indicated that we were to be world champions. That the result was written long ago, and we even made another commercial celebrating it. Luckily, we were right.