We created an innovative piece that clearly showed the brand’s concept: An equinoctial brew, for the chosen few; turning a simple printed ad into an interactive experience. The brand published a print with a hidden message that could only be revealed with a mobile LED flashlight, without any apps or QR.

Using a unique printing technique, we developed an ad that revealed Abraxas’ secret message only by cracking the code and using light through a completely obscure page.

On the black-printed page, which symbolized darkness, we invited users to solve the riddle with a simple tool in their mobiles. On the following page, we had a white side that represented light, thus bringing to life the brand’s narrative of balance and mystery, allowing only the chosen ones to discover Abraxas, a brand filled with mystique and hermeticism.

Creating this piece needed thorough research on the print field, continuous iterations and programmed testing to obtain the needed outcome. The ad consisted of two pieces of paper glued together, each with different weight allowing the light to get through and unveil the hidden message.

The heavier paper was printed in dye black ink on both sides, one side was black with some graphic elements containing the clues to discover the message and key instructions; and the reverse of the same page had a printed bottle with a mirror effect.

The second layer was made from a lighter paper that covered the back of the first one with a completely white impression on the back of the page.

As a result, we had a double page with black and white faces, when interacted with a flashlight generated the golden glow unveiling the message in 9,000 magazine prints.

We positioned the brand as the first Ultra Premium Ale in Peru giving consumers an option to switch in occasions that used to be accompanied by spirits.

• +5pp of market share in the Ultra Premium segment during campaign.

• +44% volume increase during the campaign.

• 1,049% ROI from the print. Only one ad published in that period.

Media around the world was amazed by the piece trying to crack the code behind its technology and production. Drupa, Lüzers Archive, AdWeek, Creapills, Digitalbuzz, Trendhunter, LatinSpots, among other important worldwide specialized media, reached the brand for answers but the mystery was never unveiled.

The brand has a key role in SABMiller’s portfolio because it gives consumers an option to switch from liquors and consolidate the role of beer in special occasions.

It has a very niche audience: middle-aged men (30-45) with high social/economic status, eager to gain knowledge and a selective profile for brands. Abraxas is for clever minds ready to discover a brand with depth; they are the ones who will enjoy the product.

To contact our target, we developed a strategy with specific touchpoints enhancing a powerful narrative through its key benefit: the secrecy and mystique surrounding Abraxas’ brewing. Due to our audience sophistication we needed to innovate and surprise them to position our brand through the use of liquor codes.

We launched a campaign where curiosity was the main value and a highly innovative approach that led consumers to crack both the code and the storytelling behind the product.

Abraxas, SABMiller’s Ultra Premium Ale was launched in Peru to compete with spirits in a market with reduced variety of premium options in the beer category. The brand asked us to create an innovative and effective ad to celebrate its launching, generate awareness for the new product and increase the company’s market share.

We had a very powerful brand backed by a mysterious storytelling that had to be communicated to engage its potential consumers. Only twice a year, during the equinox, when light and darkness are perfectly balanced, Abraxas is brewed with its secret ingredients. This concept had to be portrayed through an innovative idea to attract our target, with an efficiently used budget.