The Beer Choir, an idea that turned the chants of a whole soccer fan into a new advertising medium. The fans modified the lyrics of their songs and included the name of our beer. In return, they received beers at the exit of the stadium in our Candelaria bars. The idea was the advertising medium of greatest impact during the ninety minutes of the matches. This is how we convert the voice of the biggest fans in the country, into the voice of the smallest beer brand.

We call the "Comando Sur" bar leaders of one of the largest clubs in Peru: "Alianza Lima" and asked them to modify the lyrics of their chants and include the name of our beer. In return, we gave them 20 thousand beers at the end of the games.

We got about 5 thousand fans to sing in each game. The action was repeated in ten games in total during the local tournament in Peru and the South American tournament (Copa Libertadores), the action was done between March 1 and April 22. The idea impacted assistants in stadiums and spectators who followed the transmission of the game.

50 K VOICES SINGING FOR OUR BRAND

10 MATCHES

REACH MEDIA 8 MILLION PEOPLE

+ 43% SALES INCREASE

$ 0 BUDGET JUST CANDELARIA BEER.