Stella Artois launched it's new global strategy targeting people dining together. A difficult consumption moment when your local target, after working all day, passing a couple of hours in traffic & public transport or even getting wet in the rain only wants to get to their homes.

In brand terms, Stella Artois wasn't relevant to the mexican audience and it didn't have a well taken consumption moment. Also mexicans have a beer for every occasion, Corona & Heinekken for watching sports, Victoria fully embracing mexican traditions, Michelob & Ultra for people with a healthy lifestyle, etc, etc. So the brand power of Stella was the lowest since 2019.

And adding up to these issues, there was a big push to drive consumers and consumption trough Tada Delivery App, the Delivery service from AbinBev.

The brief was clear: What could we do to adopt this new strategy in the mexican market.

We knew that the answer was in the increasing importance of deliveries, presuming to take you everything you need whenever you need it. So the first thing we did was hacking our own delivery, inspiring consumers to pick Stella Artois over any kind of beer in the platform for a simple reason, the delivery would come with the most important ingredient: your friend.

We created an adaptable yet strong and secure side car, so we could deliver not only the beers but also your friend. When people bought Stella Artois exclusively on Tada, they had the chance to receive also a friend that didn't showed up and some of our world famous Frites Artois French fries to complete the occasion.

That's how we launched Friends Delivery by Stella Artois & Tada.

The delivery service where we bring you the dinner, the beer, and the company.

We launched the initiative with Javier Ibarreche, one of the most important influencers in Latin America. The "Ibarreche Stunt" gave us the a lot of PR we needed to attract consumers to our website and social media channels. Also we used OOH in traffic jams and apartment buildings, places where we aimed at the millennial segment, people who are already independent, who live alone or with roommates.

Once the initiative was launched, we gathered the data of the consumers who wanted to order a Friends delivery by sending them directly to download our Tada Delivery App.

The commercial integration was key to connect with the audience, what began as a promotional experience turned to be practically the equity of the communications strategy in Mexico.

During the campaign we modified the user experience of the TADA delivery app, so every time a person bought Stella Artois, they had the possibility of accessing an extra service, “order a friend”, there they had to enter the friend's data and location and send a notification.

The friend in question had to download and accept within the same app for the delivery to go through him during dinner time and applied to friends who lived near the delivery route.

This was an experience launched exclusively in Mexico City, if you didn't need or wanted the "Friends Delivery" you would have a discount increased by geo localization, the more friends gathered the bigger the discount for Stella Artois. This happened also in the north region, where Stella wanted to increase it's penetration with young adults.

Friends Delivery became the most successful idea since the launch of the brand in Mexico. (Most meaningulf brand campaign in 5 years).

In terms of engagement we achieved results the brand had never had before +326 M impressions, +120M views and +300,000 Golden Records. Something really meaningful for the Tada Delivery App which works not only for Stella but all beers of Abinbev.

Additionally, the brand grew in key attributes:

Brand power: Growing in all cuts vs LQ. Total +12% / Meaningful: achieving 90.7 pp (+4.27 vs LQ) the best result since March19 / Salience achieving 85.7pp (+2.3pp/3% vs LQ) the best result since Jun21

More than +1,000 friends delivered and more than +5M pesos in free press