Quilmes - Quilmes Clásica
Category: Most Creative Turnaround
Quilmes returned to its roots, going back to its old recipe using 100% Argentinian ingredients and no preservatives. Then, the brand let consumers know – and taste – in an authentic way using brewmasters and traditional waiters in its communications. Luis, the Quilmes Brewmaster, sent the first 1001 bottles with 1001 letters to the most influential people in Argentina in September 2017, including Messi, the president, and even the Pope. TV ads and internal/external campaigns followed to spread word and answer comments and questions.Consumers were grateful for finally being heard, and the brand reversed its decline.