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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_PR21_032S
About the Work
In April 2020, due to the covid pandemic, the beer industry had to shut down its production and distribution operations in Mexico because alcoholic drinks weren’t considered an essential activity. However, Mexico is the first exporter and fourth producer of beer worldwide. This represents 650,000 direct and indirect jobs.
That’s why Cerveza Victoria, the most popular beer brand in Mexico, decided to help people in a way nobody was expecting: It kept making beer. How? Well, according to Mexican law a beverage that contains less than 2% alcohol is not considered an alcoholic drink. So, in record time we formulated, designed, and produced the first low alcoholic beer in the market, with 1.8% of alcohol, named Victoria 1.8.
Victoria 1.8 quickly became the only beer consumed in Mexico and we managed to promote the birth of a new category in beers with a low percentage of alcohol.
That’s why Cerveza Victoria, the most popular beer brand in Mexico, decided to help people in a way nobody was expecting: It kept making beer. How? Well, according to Mexican law a beverage that contains less than 2% alcohol is not considered an alcoholic drink. So, in record time we formulated, designed, and produced the first low alcoholic beer in the market, with 1.8% of alcohol, named Victoria 1.8.
Victoria 1.8 quickly became the only beer consumed in Mexico and we managed to promote the birth of a new category in beers with a low percentage of alcohol.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Ogilvy / Mexico
PR / Marketing Agency
Trendsétera / México
Post Production Company
Oriental Films / Mexico
Art Director
Josue Gonzalez
Enrique Del Corral
Associate Creative Director
Javier Melo
Kevin Murcia
Chief Creative Officer
Jéssica Apellániz
Copywriter
Ángel Ibañez
Daniel Segura
Creative Director
Jose Mario Munoz
Rodrigo Del Oso
Editor
Pedro Aragón
Producer
Rosa Arizmendi
Account Director
Franchesca Sauza
Maria del Pilar Troconis
Account Management
Alfredo Salmeron
Account Supervisor
Nuri Briseno
Brand Director
Yune Aranguren
Brand Manager
Cristobal González
Digital Lead
Samantha Herrera
Marketing VP
Fabio Baracho
Motion
Pulpo
Planner
Patricio Benavides
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