EL SABOR DE SIEMPRE
SE VE COMO NUNCA
BRAND BUILDING
'of arrogi
fêlUS6 wd
LA ORIGINAL DEL NORTE
DESDE I 890
EVITAELEXCESO
Quarter 2 2012 World of HEINEKEN 29
40oz bottles are also available, further
differentiating Carta Blanca from other
Mexican beer brands."
Supporting Campaign
Carta Blanca is a high-visibility brand
in Mexico, with strong connotations
of regional pride in its core markets.
"This is reflected in a new cross-media
campaign exalting the traditions, rituals
and characteristics of the people of
northern Mexico, evoking emotions of
pride, inspiration and passion among
its target audience," comments Ricardo.
The campaign will focus primarily on
out-of-home advertisements, open TV
(online), radio, print, press, and mobile
for promotions, and will also include new
SKUs for each channel.
Together with the image relaunch, Carta
Blanca Light was also successfully
introduced at a giant barbecue held for
members of the press. The message on
the invite clearly reflected the brand's
positioning: 'Here in the north, the
barbecue is an invitation you only extend
to friends'.
Taking pride in telling the story -
I This is the North' campaign
During testing, the new campaign for
Carta Blanca scored the highest ever
results for a CM campaign. "Consumers
specifically mentioned that they
connected with the campaign in a
profound and emotional way," concludes
Ricardo. "Because of this, we're confident
in our initial sales results and the
potential for growth longer-term." K
'The same taste, but as you've
never seen it before'
