In Ecuador as in many other countries, advertising for alcoholic beverages is strongly restricted in day time TV, radio, etc. Our strategy for Budweiser, for government regulations and in order to optimize budget, has been to look for the target in their moments of interaction with the product (bars, restaurants, parties, etc.) through relevant and important brand activations.

In Ecuador Budweiser was only sold in an expensive can presentation. This activation was looking for a discreet way to generate product trial of bottled Budweiser, locally produced and reasonably priced.

The activation prolonged the happy hour by over 10,000 minutes (2 x 1) and although the bar sold many bottles of beer, the main objective was to generate product trial.

For the first time the consumer forgot about the time and enjoyed the happy hour like never before, because he had control of the time, not the bar.

Our competitor has over 100 years in the market and its five brands are in the five top positions in %SOM. After this activation and because of the generated word of mouth, PR and comments on social media, Budweiser is now the third best brand (and with only three years in the market).