Bavaria

Raising the visibility of a traditional brand that is acquired by a multinational company.

Situation

Bavaria is the main beverage company in Colombia and one of the most traditional brands in the country. With more than 130 years of history, Bavaria stands out for the quality of its products and the contribution to sports, to the preservation of the environment, to the progress of communities and to Colombian entrepreneurship. Since 2016, it has been part of the ABInBev Group, an organization with operations in almost all beer markets. After the acquisition, it was necessary to define the role of the Bavaria brand to clarify and enhance its visibility among key audiences.

 

Solution

Marqas was chosen to develop a brand positioning strategy. After a detailed benchmarking of local and global companies, we defined that the most distinctive concept for the Bavaria brand was its capacity to unite Colombians and contribute to the transformation of the country through its products and programs. Therefore, the recommended positioning was defined around the idea of ‘shared progress’. To cement the positioning and bring it to life through communication, we proposed a slogan ‘Colombia grows with Bavaria’ and developed a platform of key messages that adapt the positioning concept to employees, partners, communities and other stakeholders. This new strategy gave Bavaria a basis to build its internal and external communications and clearly define its role within the ABInbev Group.

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