During the widely popular Amazon carnival, San Juan removed the otorongo from its labels and replaced it with a dog, a pig, a cow… and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of showing the problem. Reactions came quickly, ranging from surprise to indignation. This indignation mobilized the people of Pucallpa, the largest city in the region, to take to the streets to demand the immediate return of their most highly valued symbol and to sign a petition for the otorongo to be officially declared natural heritage of the region, urging the authorities to implement an adequate legal framework to protect it.

San Juan beer removed the image of the otorongo from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of showing the problem.

•Media channels and integration:

-Bottles were the core means.

-Convening Video

-OOH, press ads and references and banners on TV/local radio

-Launching event “Where is my otorongo”: musical groups, celebrities and authorities officially presented the action.

-http://www.quevuelvaelotorongo.com to digitally collect signatures from interested parties added to signatures collected on the streets.

-Intensive use of FB and tuits from celebrity endorsers: Hernán Vidaurre, Claudia Portocarrero, Tigresa del Oriente and Ruth Karina.

•Scale

Approximately 3,000,000 million bottles of Cerveza San Juan were bottled; only 6,000 of them had the image of the otorongo on the labels; the other 2,994,000 portrayed a pig, rooster, cow and a dog, respectively, on the label.

Business impact

• 19,155 hectoliters. / 3,089,571 bottles of 620 ml sold. / More than USD$ 3,000,000 in sales.

• +200 daily visits to the Website.

• Donation to the regional government for the preservation of the otorongo: US $20,000.00

Response rate

• +480,000 users reached with each publication.

• +20,000 people attended the launching event.

• 264,000 visits to videos.

• 70% positive comments.

• +de 350 comments in average per publication

• 50 thousand signatures were collected to ask for the otorongo to be declared a natural heritage of Ucayali.

• Fan Page Facebook: Reach +2 millions (unique users).

Change in behaviour

The otorongo has been declared natural heritage of Ucayali as a result of actions taken by the population. This is the first legal step in its protection.