Cerveza Imperial
Live Client
The ask: Introduce Cerveza Imperial to key U.S. markets with a strong Costa Rican presence and an affinity for travel to Costa Rica.
The true challenge: Bring the essence of the Pura Vida lifestyle to life with every sip.
Key Finding: The best beers are not just tasted; they are experienced.
Key Finding: Defining moments are made not born, but unfortunately, the average person’s ability to remember new information declines by about 0.3% per year starting at age 30.
Key Finding: 38% of Americans have kept a keepsake for over 20 years, and like them, writing is a keepsake that time can’t erase, preserving precious moments in vivid detail and aiding memory retention.
Problem: We’re always rushing, unaware that we’re living in a core memory until it’s gone and becomes just that - a memory.
Insight: When the most significant moments slip away,
only
the
feeling
remains.
Strategy: Catch the moment you’re in right now.
OOH
Napkins would be distributed in bars and clubs, encouraging people to write something nice to each other.
Social: Inviting our followers to share their moments.
Guerrilla: We would brand disposable cameras and hand them out to people at locations like airports.
ST & AD: Anja Korenč and María Cristina Weisson
ST & CW: Adam Rapier