1. We handed out flyers around the stadium with the trova’s lyrics

2. We posted the lyrics in La Resistencia’s (The ultra – group for Independiente Medellín) Facebook page with nearly 7000 fans.

3. The trovas were recorded in a studio, with professional 'trovadores'.

4. The trovas were played in the main radio stations in Medellín so people could learn them.

5. A teacher taught the members of “La Resistencia” the trovas.

6. Almost 7.000 voices chanted the trovas for the first time

7. Today thousands sing them every match Independiente Medellín plays.

The result was to make a fanatical group that used to cheer for their favorite team like Argentinians, do it like paisas instead, Cheering in trova.

Taking advantage of being the proud sponsor of the most paisa soccer team, Pilsen accomplished taking consumers back to their roots, their customs and also, bringing them back to the Brand. Nowadays, Pilsen is the preferred brand of paisas.

Pilsen transformed the fanatical group into a medium, making the brand present match after match, cheering in trova.