CASES

Roots: Turning cultural behavior into opportunity


Roots

Combining a global mindset with local knowledge, we created a strategic framework for new, regional beer brands

Turning social and consumer behavior into meaningful brands

The Roots project is an example of how we accelerate new businesses inside big corporations, through a mix of diverse skills that go far beyond visual identity and include the strategy and the experiences that consolidate a brand and generate concrete results.

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

To address this, our Research & Strategy team conducted in-depth design research that could identify unique opportunities in these places, to create a study with deep knowledge of the local cultures.

We identified cassava as a key ingredient for the beers, due to its connection to regional pride and a large number of local producers that would benefit from it.

We also cracked relevant visual codes and behavioral patterns of the regions and mapped the functional and emotional needs that became the pillars of the brands’ strategy.

A year after the beginning of the project, there are already three brands — Nossa de Pernambuco, Legítima from Ceará and Magnífica from Maranhão. These are authentic, democratic brands that are changing the chain of production in these regions. They are fair and competitive for the client and accessible to consumers. There are still others to come!

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