Let’s refresh who we are
We faced a significant challenge: Launching a new beer in a territory where their audience is resistant to change, especially since their main beer has been leading the market since 1904
We leverage a strategy aimed to demonstrate that the most Colombians we've already changed and that doesn't mean we are less Colombians. This is honest invitation from Andina to Colombian people: Let’s refresh who we are.
This story revolves around an old symbolic element: a vintage car from 1904 spreading the outdated notion that all Colombians must conform to a single standard. If we don't accept those requirements, we are deemed not to be Colombian.
Today we’re not talking about change, we’re talking about refreshing ourselves because we know that for years we’ve been told how we should be and act. They told us that to be Colombian, we had to know how to dance really well, dress in warm colors, and enjoy traditional dishes. And yes, all of that is great; it’s part of our culture and diversity. But Colombians are much more than that. That’s why our proposal is young, fresh, passionate, and full of flavor. It’s an open invitation to the world to try new things and experience a new sense of Colombianness.
