The One Show
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Category
Experiential / Brand Installations
Annual ID
OS25_DM054M
Background
Poker beer thrives in corner shops, comprising 65% of the distribution. Traditionally, we've furnished them with branded materials and standard furniture for effective visibility. However, the necessity of branding has intensified due to the rise of discount shops and craft beer bars in neighborhoods, impacting this channel significantly.
Our challenge was revitalizing corner shops by enhancing functionality and enjoyability to prolong customer stays and increase their average ticket.
Yet, equipping over 500,000 stores nationwide with branded furniture is unattainable.
So, we opted to utilize something that has always been there: PETACOS, regular beer boxes that we transformed into a functional design system.
Shopkeepers access it through BEES, our B2B digital platform where they earn and redeem points for beer purchases.
Our objectives:
10% of stores transformed into social hubs with the same budget.
30% increase in branded furniture units.
15% increase in beer orders.
25% reduction in furniture expenses.
Our challenge was revitalizing corner shops by enhancing functionality and enjoyability to prolong customer stays and increase their average ticket.
Yet, equipping over 500,000 stores nationwide with branded furniture is unattainable.
So, we opted to utilize something that has always been there: PETACOS, regular beer boxes that we transformed into a functional design system.
Shopkeepers access it through BEES, our B2B digital platform where they earn and redeem points for beer purchases.
Our objectives:
10% of stores transformed into social hubs with the same budget.
30% increase in branded furniture units.
15% increase in beer orders.
25% reduction in furniture expenses.
Creative Idea
According to research, only 4% of them have the resources to equip their stores with the necessary furniture to give customers experiences worth staying longer, having fun, and thus consuming more.
That's why Poker, one of the leading beer brands, used a resource that was already there: the PETACO, an essential object for beer distribution in Colombia where the most common consumption method is in returnable bottles.
We've revolutionized the ordinary beer box stacked in stores and elevated it into a
dynamic, fully modular design system. Each piece has been meticulously crafted to not only enhance functionality within stores but also to exude an unparalleled level of allure and branding. It's a transformation that goes beyond mere furniture; it's a statement of design.
That's why Poker, one of the leading beer brands, used a resource that was already there: the PETACO, an essential object for beer distribution in Colombia where the most common consumption method is in returnable bottles.
We've revolutionized the ordinary beer box stacked in stores and elevated it into a
dynamic, fully modular design system. Each piece has been meticulously crafted to not only enhance functionality within stores but also to exude an unparalleled level of allure and branding. It's a transformation that goes beyond mere furniture; it's a statement of design.
Insights & Strategy
Our creative approach to the business challenge lies in the metamorphosis of PETACOS, the plastic containers through which we distribute beer nationwide, into versatile furniture pieces tailored to the size of neighborhood stores, transforming them into vibrant entertainment spaces.
To achieve this, we conducted pilot tests in collaboration with selected local stores, implementing various furniture designs using PETACOS and putting them to the test with groups of friends who came to enjoy a beer.
Turning a mere distribution object into part of a fully modular design system able to create furniture for any space that beckons for play, encourages sharing a beer, and enables customers to linger longer in the store is undeniably a creative and innovative solution.
Igniting the imagination of shopkeepers and empowering them to construct objects that best suit their store, basically, we decided to give a second use to something that was otherwise accumulated at the stores.
To achieve this, we conducted pilot tests in collaboration with selected local stores, implementing various furniture designs using PETACOS and putting them to the test with groups of friends who came to enjoy a beer.
Turning a mere distribution object into part of a fully modular design system able to create furniture for any space that beckons for play, encourages sharing a beer, and enables customers to linger longer in the store is undeniably a creative and innovative solution.
Igniting the imagination of shopkeepers and empowering them to construct objects that best suit their store, basically, we decided to give a second use to something that was otherwise accumulated at the stores.
Execution
Inspired by a fully modular design system, IMAGINE WITH PETACOS sparked the creativity of shopkeepers to transform beer boxes into functional furniture that adapts to any space.
From tables and chairs of various sizes to entertainment areas like scenarios and DJ sets, games for friends such as billiards, foosball, and even basketball courts, we turned stores into entertainment hubs, enticing friends to stay longer at stores.
The process of acquiring the elements needed to transform the PETACO into this functional furniture is straightforward. Shopkeepers access BEES, our B2B platform, where they purchase products, accumulate points, and redeem them for benefits. They can browse available items and assembly tutorials. They select what they like and exchange it for points. If they don't have enough points, it's simple: they purchase more beer (which comes with more PETACOS) and thus transform their regular spaces into entertainment hubs for their consumers.
From tables and chairs of various sizes to entertainment areas like scenarios and DJ sets, games for friends such as billiards, foosball, and even basketball courts, we turned stores into entertainment hubs, enticing friends to stay longer at stores.
The process of acquiring the elements needed to transform the PETACO into this functional furniture is straightforward. Shopkeepers access BEES, our B2B platform, where they purchase products, accumulate points, and redeem them for benefits. They can browse available items and assembly tutorials. They select what they like and exchange it for points. If they don't have enough points, it's simple: they purchase more beer (which comes with more PETACOS) and thus transform their regular spaces into entertainment hubs for their consumers.
Results
Transforming PETACOS into furniture for neighborhood stores has had a positive impact on business results. Increasing shopkeepers' income by 15% and the frequency consumers’ visits.
Furthermore, the improvement in customer experience has led to an increase in both the duration of visits and beer consumption in the stores.
The initiative has successfully achieved its original goal of transforming neighborhood stores into attractive and sustainable entertainment spaces, allowing us to achieve the following results according to the established objectives:
Now, we can transform +15% of corner stores into social hubs nationwide with the same budget.
+46% increase in branded furniture units reusing PETACOS instead of producing regular furniture.
+30% sales volume increase, which represents that the more Poker beer shopkeepers buy, the more furniture they can create.
+32% savings on furniture for corner shops, helping shopkeepers one PETACO at a time.
Furthermore, the improvement in customer experience has led to an increase in both the duration of visits and beer consumption in the stores.
The initiative has successfully achieved its original goal of transforming neighborhood stores into attractive and sustainable entertainment spaces, allowing us to achieve the following results according to the established objectives:
Now, we can transform +15% of corner stores into social hubs nationwide with the same budget.
+46% increase in branded furniture units reusing PETACOS instead of producing regular furniture.
+30% sales volume increase, which represents that the more Poker beer shopkeepers buy, the more furniture they can create.
+32% savings on furniture for corner shops, helping shopkeepers one PETACO at a time.
2025 Awards
Total Points: 3
Merit
Credits
Agency
BUENTIPO / Bogotá D.C.
DDB Colombia / Bogotá D.C.
Art Director
Alejandro Silva
Alejandro Porras
Alvaro Pedraza
Andrés Sánchez
Bryan Gonzalez
Cristian Chacón
Daniela Carranza
Diana Patricia Colorado
Felipe Villalobos
Hugo Bohorquez
Ingrid Pineda
Jhonatan Salguero
John Guarnizo
Liliana Patricia Giraldo
Luis Barrios
Maria Camila Corredor
Mariangeles Valero
Natalia Castro
Oskar Alex Pulgarín
Paula Andrea Gonzalez
Peter Soto
Samuel Tamayo
Santiago Felipe Barreto
Sebastian Toro
Sebastian Mora
Wolmar Tellez
Associate Creative Director
Camilo Garzon
David Catolico
Deivi Moreno
Diego Felipe Jimenez
Chief Creative Officer
Joffre Carmona
John Raúl Forero
Chief Marketing Officer
Alvaro de Luna
Chief Strategy Officer
Juan Isaza
Copywriter
Andrea Pinilla
Angelica Maria De la Hoz
Daniel Cante
Daniela Barrera
Mayra Granados
Nicolas Franco
Sebastian Rengifo
Creative Director
Brenda Jacome
Charles Andara
Francisco Jimenez
Javier Soler
Luis Amaya
Editor
Nicolas Fuenmayor
Motion Designer
Jim Salcedo
Executive Producer
Monica Sanin
Tatiana Olivera
Head of Design
Rigo Abello
Account Director
Mauricio Alvarez
Account Executive
Maria Alejandra Gomez
Brand Manager
Eric Bernard
Chief Executive Officer
Jose Mendoza
Xavier Serrano
Chief Experience Officer
Quimet Brugues
Creative VP
Christian Tufano
Juan Valero
Juan Carlos Chaves
Head of Planning
Carlos Correa
Managing Director
Jacobo Alvarez
Javier Ducuara
Marketing Director
Mariana Cardenas
Planner
Juan Ricardo Rodriguez
Platforms Core Manager
Santiago Diaz
Project Manager
Lina Barajas
VP Planning
Adriana Pineda
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