After being in Argentina for more than 20 years, Brahma became the number one consumed beer in the country. But it became a market leader due to convenience, not brand love. The brief was to transform Brahma into a well-loved brand that stands out among the competition and drives an overall brand health increase. The objectives were 1) Be culturally relevant to Argentinian youth, 2) Differentiate from the leading classic lager in Argentina (Quilmes) and 3) Build strong brand assets with longevity.

Argentinian youth (18-24 years old) are recent graduates, living at home with their parents and working for the first time. They are trying to navigate work/life balance and make a lot from a little. Within this daily hustle, they know how important it is to find time to get together with friends and decompress. Enter Brahma - a market leader - but a leader without a voice. Through its repositioning, Brahma wanted to embrace the optimistic energy of Argentina’s youth, their balance of work and play, and their “do a lot with a little” attitude. We created a design identity that represents the reality of the Argentinian youth - gritty, down to earth, resourceful. We gave the category leader the voice it deserved: The flag became the banner, the call to action, the primary means of communication. A bolder, iconic mark gave Brahma freedom and flexibility to express its voice.

We started with the most recognizable asset - the Brahma flag - and used it to give the brand a voice. It became the banner, the call to action, the primary means of communication. We distilled it down to its essence while ensuring we retained the brand’s spirit and equity. We landed in a bolder, more iconic mark that gave us the freedom and flexibility to express the brands voice. In it we found playful ways to flex the wordmark to talk about how the beer is always cold “Brrrahma”, tasty “Brahmmma” and refreshing “Brahhhma”. We turned the trucks (camion in spanish) into ‘Brahmions’ and the little trucks (camioneta) into ‘Brahmionetas’. We also revisited the past and brought back an authentic representative from history. The Muse inspires consumers to make the most of life, finding fresh, fun ways to make the most of each day.

We succeeded in recruiting more consumers to the brand – reflected in a 5 point increase since launch and Brahma reached a historical high in the “I love this brand” metric. The brand also grew 5% of incremental volume in the supermarket channel nationally. Brahma was the only ABInBev core beer brand that grew in Share of Market cross-channel +1,3 (full year, 18 vs 17). Plus, consumer testing action standards were met (which was groundbreaking for Argentina). Brahma also managed to move the ‘differentiation’ dimension as a brand that set trends, which is especially difficult for mainstream brands. Since launch, Brahma has grown in the areas that the team desired, including being referenced as “high quality” and “more refreshing than others”. Plus, the rebranding campaign results showed there was a significant lift in the "Consideration" and "Purchase Intent" metrics.