The largest brewery in the Dominican Republic commissioned us to create a new beer exclusively for the 18 to 25 age group. This group had no loyalty to any beer brand since they didn't identify with any of the existing. Knowing they were very active in expressing themselves and supporting ideas, instead of a beer, we decided to create a movement that would identify with them by promoting self-expression. In other words, we didn’t give them anything they weren’t craving for.

We generated DOP$7,000,000 (around USD$250,000) in free-press. This is the average annual advertising budget for most beer brands in the country. 250,000+ have looked into the movement. 6,000+ active members. The beer: 3rd most sold in the second largest city, 4th most sold in the country above Miller, Heineken, Quilmes, Becks, Budweiser & Corona. A steady 25% weekly increase in sales.

The movement engaged the consumer by empowering it over every action and decision the movement would take. From the website to the look of the beer itself, the movement gave users the power to decide on its future actions and present decisions. It also gave them a voice by supporting the ideas they believed in.

The use of guerrilla artwork gave the movement the freedom to reach this segment in a tactical and precise manner. The word-of-mouth these efforts generated surpassed the initial objectives of the buzz staying within the target audience to expand to a larger audience that made it their day’s theme to talk about it in mass media channels like radio and television. This way the message reached the target audience through multiple channels.