Turning cultural behaviour into opportunities
- Leonardo Massarelli
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Combining a global mindset with local knowledge, we created a strategic framework for new, regional beer brands for Ambev across Brazil. The Roots project is a case study in how to accelerate new businesses inside big corporations.
Enabling local brewers
Through a mix of diverse skills such as strategy, business development, research and visual identity, we developed a systemic brand strategy to deliver meaningful opportunities for local farmers and brewers to collaborate with Ambev.
The framework helps Ambev and local producers to work together in creating new low price category beers in different Brazilian Northeastern regions. Each new beer category is produced with local raw materials, mainly the cassava root, and branded in culturally specific way that suits the local identity.
Uncovering new markets
Our Research & Strategy team conducted in-depth ethnographic research in places like Recife and Caruaru to identify unique opportunities for Ambev beer brands in dialogue with local cultures.
During our research, we highlighted the impact cassava, a local vegetable root, has on the daily lives of people in the region in terms of work and income.
With this insight, we developed a product strategy that would use cassava produced by local farmers as a main ingredient in the locally produced beer, recommending that these should be integrated into Ambev’s beer list.
An authentic brand platform
We also used visual codes inspired by behavioural patterns from the regions that became pillars of the brand's visual identity. After the success of the first launch, this beer case study has been replicated in 2 other regions with more in the pipeline. An ever-growing family of Ambev beer brands is born!
By disrupting the production line, we created an authentic and democratized brand platform for Ambev that empowers people in these regions – and we’re excited to see how it’s replicated in new markets.
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