In Paraguay, football is the biggest and most popular passion. Every weekend millions of fans gather to show their love for their team. Among all the fans, there are those of Club Olimpia, who take great pride in being the only Paraguayan team to have won the Copa Libertadores, three times. The problem is that as their sponsor, Pilsen does not have the rights to talk about the team's greatest glories: the Copa Libertadores. For their 120th anniversary we needed to create a campaign that celebrated all of its history. With the objective of making Pilsen the chosen beer for the Olimpia’s fans.

We took the badge that adheres to the Cup when a team becomes champion and

created a series of bottle openers related to the 3 victories obtained by Olimpia. We sold these pieces on our E-Commerce so that fans could have a piece of the club's history in their hands and celebrate the club's 120 years with us as their chosen beer.

We knew that the Olimpia fans crave for anything that reminds them of their most precious glories. So our strategy was simple: we used the only part of the trophy won by the team to make the bottle openers and sell it with our beer. We linked the word glory to the name because it is the most representative word for them since 1979 when they won their fist Copa Libertadores.

We replicated the size and material of the badge that adheres to the Copa Libertadores trophy every time a team becomes champion, and created a special bottle opener. During the week of Olimpia's 120th anniversary, we launched a first batch through the brand's E-Commerce. The campaign was amplified through social media to drive our audience to the website, and achieved 10,000 units sold in the first 24 hours. Due to the success of the opener, we had to increase production and ended up selling 40,000 units .The idea gained so much popularity from fans all over South America, that when Flamengo became champion of the last Copa Libertadores, they received their own set of Glory Openers made by its beer sponsor Brahma only four months after our launch.

For the first time, Pilsen was able to connect with its consumers through the glory of the Copa Libertadores, and many consumers of other brands became adopters thanks to the campaign. All fans were allowed to celebrate the anniversary using an accessory that reminds them of their greatest glory, something that the brand had never done before due to copyright issues with the Copa Libertadores.

The campaign achieved 100% positive sentiment,

70% increase in sales compared to the previous month,

0.4% share of the market compared to the previous month,

$0 investment in copyright rights.

6 point more Equity VS last Year