Patagonia Beer is a brand that has differentiated itself from its main competitors mainly through innovations in the varieties it launches throughout each year. It has gained quality credentials by standing out in its ingredients and the dedication with which it is crafted. However, due to category atomization and competitors advancing with launches of new, conceptually similar varieties, the differentiation that previously characterized Patagonia showed a slowdown in recent quarters. Therefore, the challenge lay in understanding how the brand could regain differentiation while simultaneously fostering closeness with people.

Our objectives were:

-Through product sales, collaborate with the Malvinas veterans' centers in organizing their national Olympics.

-Achieving differentiation (a Brand Power metric supporting premiumness) by impacting the "set trends" and "unique" metrics of Kantar.

-Contributing to the cultural "Malvinization" by helping keep the memory alive.

Historically, Patagonia beer showcased its varieties by depicting landscapes of the Argentine Patagonia. However, there was one landscape that had not yet been shown.

On April 2nd, the date commemorating the veterans who defended the sovereignty of the Malvinas Islands, we launched a variety called "Patagonia Nuestra” (Our Patagonia) and we showcased the landscapes of our islands in a new beer as strong as our memory, in which we prominently featured the Malvinas on the packaging and throughout the entire campaign.

To maintain audience engagement, we employed a diverse media mix to spotlight various campaign facets. Given the sensitivity of the topic among Argentinians, a teaser campaign was launched with the message "THE MALVINAS ARE PART OF OUR PATAGONIA," tying the concept to the packaging. Starting April 2nd, we utilized non-traditional ads on major radio and TV shows, alongside outdoor ads in key locations like subways and airports, to increase awareness. Social media platforms featured audiovisual content with narratives from ex-combatants, insights from Felipe Pigna, and behind-the-scenes footage of beer production with veterans. We urged viewers to try the new beer at bars and share veterans' stories, aiming to broaden understanding of their experiences.

To ensure that the media strategy aligns with the goal of "Malvinization," a term used by veterans to combat forgetting, we decided to distribute the budget considering three different objectives.

First, the executions paid tribute to all those who contributed to the fight to defend our Malvinas Islands. On the other hand, it invited the public to try the new variety at all bars across the country and, finally, to learn more about the collaboration initiative with the veterans' centers behind the launch.

Media channels:

Out of home subway: 19%

Out of home avenues: 11%

Out of home Airport: 2%

Meta: 20%

YouTube: 12%

Programmatic: 4%

Display: 23%

TV:4%

Radio: 5%

-Total campaign positive sentiment: +90%

-Engagement Rate for "Patagonia Nuestra" campaign: 7.60% (Brand average: 4.11%)

-Differentiation was regained:

Comparing the attribute "sets trends":

+2.2 pts vs. the previous month

+1.5 pts vs. April of the previous year.

Comparing "Unique":

+2.1 pts vs. the previous month

-Within less than two weeks, all 60 hectoliters produced were sold, and all profits were allocated to support the national Olympics for veterans.