Roots: Turning cultural behaviour into opportunities

Combining a global mindset with local knowledge, we created a strategic framework for new, regional beer brands. The Roots project is a beer case study in which we developed new regional Ambev beer brands. A real-world example of how we accelerate new businesses inside big corporations.

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So far, the results have been outstanding: more than 3 million BRL revenue for small farmers that would not even farm the root before this initiative. Over 6 thousand people experienced a positive economic impacted by it with nearly 12 tons of raw material harvested in these states.

Through a mix of diverse skills that go far beyond visual identity, we also developed a systemic brand strategy to deliver meaningful and concrete results.

In this case, we developed a strategic framework for Ambev brands using agile methodologies to compete in the low price category for beers in different Brazilian Northeastern regions.

Read the feature in Financial Times.

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Ambev beer brands: 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 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.

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.