Quilmes is the most popular beer of the Argentine people and for decades it led the market.

In recent years, growth had stagnated. People changed it for new options and one of the causes of this desertion was that Quilmes had become emotionally detached from the Argentines.

Forewarned by business and brand health results, Quilmes changed its strategy. It resolved to recover our pride for popular culture.

The huge challenge was to reconnect with the Argentines, but there is a passion point that nobody could be proud about: football.

Argentine soccer is going through its worst moment: hooligans, corruption, visitors banned from games, bankrupt clubs and media controversy. Our football has lost its values and any act of violence is justified as part of its folklore.

Quilmes, as the official sponsor of Argentine football, has a great opportunity (and responsibility).

This low point in Argentine football is the responsibility of its participants: players, clubs, governments, media and sponsors. Quilmes’s responsibility lay in encouraging unlimited passion through their advertising. This position is not attuned to the current football scene nor to the mission of restoring pride in Argentine culture.

We went to Pablo Alabarces, a sociologist specializing in football, with whom we organized workshops to rethink Quilmes’s position and probe into the obsession with success, passion, chauvinism and violence. We concluded that these topics negatively shape what we call " football folklore”

Folklore is a set of values and ideas that is currently toxic. We asked if this folklore could be cured and the sociologist replied that "there is a false belief that this folklore is immovable, but in fact it’s alive and it can be changed.”

Quilmes’s editorial strategy proposes a cultural change. While the ideas and thoughts concern football, deep down they talk about how we function as a society. That's why our target audience is all Argentines.

We started on Instagram, with a football audience segment aimed at building an interested and opinionated community.

Then, we escalated the message to the general public, distributing it on Facebook and changing the media buying strategy to cross platform logic in order to achieve mass.

Soon after, we partnered up with Influencers who shared the same point of view so as to distribute content and help us build the debate.

Finally, the strategy reached television with the help of Fox Sports, the channel closest to Quilmes in editorial terms. The weekly broadcast program allowed us to open the plan up to Twitter as a 2nd screen.

In March 2018 Quilmes resolved to create a new folklore for Argentine football. This meant, firstly, to establish new ideas that could generate a positive change and, secondly, be consistent regardless of the medium.

On Instagram we called upon icons of Argentine popular culture: comedians, poets, philosophers, former players and journalists. By way of 80 videos that we called "El Otro Relato” (The Other Story), throughout the year we salvaged the other side of our football. Through reason, wit, and empathy, we addressed topics such as fair play, contesting violence, women's football, emerging shantytown soccer, respect for referees, and rivalry epics.

In December of that same year we took El Otro Relato to television, in a 18 weekly shows that allowed us to invite experts, open up debates, probe into issues such as chauvinism, the significance of being an idol today, and education.

Brand association: during 2018 Quilmes took 30 points off its competitors as the brand most associated with football (Kantar)

In the first 3 months, @quilmesfutbol reached 45,000 followers, outdoing the competition that created its account 3 years earlier.

Scope: We posted more than 80 content ideas reaching 26 million impressions and achieving an average coverage of 80% on Instagram, 60% on Facebook and on Twitter. (Instagram, Facebook, Twitter)

Interest: the Quilmes benchmark claims that 28% of people who watch 15’ videos are focused up to 75% of the piece’s duration. In our case we also achieved 28% but in videos 4 times longer. (Instagram)

Acceptance: 90% of the comments were emotionally positive. (Instagram)

Engagement Rate: on Facebook the rate rose 3 points with respect to the previous year’s benchmark and on Instagram it increased 3 points (Facebook / Instagram)