BridgerConway developed a toolkit for both on and on trade channels for the Mexican craft beer, Bocanegra.
Challenge and Results.
BOCANEGRA is a Mexican premium craft beer born in 2010, bought by AB InBev two years ago. In order to properly execute the brand in the most important neighborhoods of Mexico City, a trade toolkit was developed. Following its commercial strategy an experience program was created for both On and Off Trade. Different programs were created to reach the consumer in each and every hot spots crossed of their journey.
The planned activations are focused in BOCANEGRA's consumer profile: gourmet food, art, tradition, cooking and music related to. A POC programming and segmentation was done: each and every tier has its actions to communicate the brand effectively. For all of these, unique assets were designed, so the consumers can be held easily in every step he makes into the POC or POS. In this process: communication, brand experiences and trade design departments were involved.
- IndustryAlcoholic Beverages
- DisciplinesBranding & Communication, Trade & Industrial Design