jueves, julio 16, 2009

Momentos...

Esta campaña de la cerveza Dos Equis: The Most Interesting Man in the World, ha tenido resultados impresionantes en Europa. En un contexto donde el consumo de cerveza ha disminuido en un 11% a raíz de la crisis esta campaña ha logrado que las ventas de la marca se eleven en 17%
Según comentan en AdAge, el conceto de la marca genera un misticismo a su alrededor que hace que los consumidores sientan que pueden ser percibidos por los demás como interesantes.
Sin embargo, hay un punto que llama aún más la atención y es que la aplicación deja súper claro que el consumo de bebidas alcohólicas no está definido por una tipología de consumidor, más bien se trata de momentos...
Hoy puede provocarme un vino con la comida, mañana un whisky al llegar a la casa y pasado una cerveza. Los momentos y el estado emocional es lo que determina la elección... Eso es lo más claro en esta campaña, le da "credibilidad"




Diana Meinhardt

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