Brahma - Es Lo Que Ves
Category: Creative Brand Strategy
Brahma is the most sold beer in Paraguay, but has lost volume and power due to a more competitive market and brands doing a better job with more meaningful messages. Rather than chasing the competition, we focused on authenticity, repositioning Brahma under the tagline “ES LO QUE VES” – “WHAT YOU SEE IS WHAT YOU GET.” We gave Brahma an honest, simple and non-pretentious personality, to make Brahma a closer brand to the consumers. With sense of humor and an honest attitude, we made people into friends, and turned 74% negative sentiment into just 11%, at which point we started to tell them about our quality and purpose.