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This is what is going on today
But this is what we want
Everybody has habits
And beer is a hard one to give up
Why?
Let’s see it this way
$$
Markets ASSESSMENT
Guatemala

Costa Rica

Puerto Rico

Consumer behaviour:

Consumer Behaviour:

Consumer Behaviour:

Buckets of beers in bars (6 units per
bucket).

Beer is the first choice, followed by
rum, whisky and vodka.

XL Rum, Vodka, Botrán in discos.

Same type of drink during the whole
night (beer or spirits) but usually
switching drinks in celebrations or
reunions (beer + tequila)

Time to party:

Time to party:

From 11 pm to 3 or 4 am.

Young people: 10 pm to 2 am
Adults: 9 pm to 11 pm

18 to 30´s: 9 pm to 3 pm
30´s to 50´s: 8 pm 12 md

Top beers:

Party Days:

Party Days:

Coors, Medalla, Corona, Heineken
Budweiser

Target A: Tuesday, Wednesday and
Thursday.

Young people: Every day of the week

Party Days:

Adults: Thursday, Friday, Saturday

Thursday, Friday, Saturday

Target B: Thursday, Friday, Saturday.
Adults: Tuesday, Wednesday and
Thursday.
Prefered drinks:
-Young people: XL RUM, beer,
Jagermesiter

Prefered drinks:
-Young people: Beer, local liquor,
JagermeISTer, Smirnoff Ice.
-Adults: Beer, Whisky, Rum or Vodka.
Top beers:

-Adults: Whisky, Rum, beer
Top Beers:
Gallo, Brahva, Cabro

Imperial, Pilsen, Rock Ice, Bavaria,
Heineken, Corona.

Time to party:
Trinidad & Tobago

Dominican Republic

PanamA

Consumer Behaviour:

Consumer Behaviour:

Consumer Behaviour:

Beer for the whole night usually
but sometimes just for starters
followed by stronger drinks like
rum or vodka with water or red
bull.

Presidente or Presidente light
after work, followed by whisky.

Beer for starters followed by Seco
Herrerano, Ron Abuelo, Absolut,
Finlandia or Smirnoff.

Time to party:

Johnnie Walker Black Label and
Chivas Regal are the regular choice
in whisky. Grey Goose, Stolichnaya,
Absolut and Velvedere for Vodka.

From 11 pm to 3 or 4 am.

Time to party:

Party Days:

Party Days:

From 9 pm to 1 am during the week,
from 11:30 to 3 am during weekends.

Thursday, Friday and Saturday

Time to party:
9 pm to 2 am.

Prefered drinks:

Friday and Saturday
Party Days:

Seco Herrerano, Ron Abuelo.
From Thursday to Sunday
Top beers:
Prefered drink:
Whisky

Atlas, Panama, Balboa, Miller,
Heineken and Budweiser.
What’s our business solution?
Business Model
On trade

Self Activations

Off trade
WEB
So, let’s recap
+
From

Consumer behaviour

+
To

MARKETS
ASSESSMENT

+

+
So, this is what we need to do
And this is the powerful idea behind the platform
Many habits come from convenience
That’s why people CHOOSE beer
So, convenience is what everybody does
But, guess what...
No one likes to be
just ordinary
(VIDEO)
start a movement
We’re going to plant an idea on people’s mind
Let’s say, that’s our INCEPTION
We’re going to

And if we are serious about changing people’s habits
We need more than just a BTL platform to achieve our goal
And this is how we’ll do it
Remember this?
1. ON TRADE
anti-common activation

outlet disruption - main flow

Touch & Go
Implementation model

Basic activation

Scenario 1 • 3 Months:
3 party nights per week
108 activations per country
648 activations total

Scenario 2 • 3 Months:
4 party nights per week
144 activations per country
864 activations total

Total Staff: 4 talent,
producer and DJ

Medium activation

Total Staff: 6 talent,
producer and DJ

Full activation

Total Staff: 9 talent,
producer and DJ

Self activation

No staff

*PARTY NIGHT: 3 activations per night
BRANDS
ANTI-COMMON

SAMPLING
SUPPORTING

MATERIALS
Table top
BRAND ID

MEnu
MAN
Glasses

Coasters

napkin
Anti-common
manifestO
ADDITIONAL
ACTIVATIONS
Secondmonth

Thirdmonth
ANTI-COMMON

Served
SAMPLING
Served
SUPPORTING

MATERIALS
Table top
BRAND ID

MEnu
Man
GLASSES

Coasters

napkin
Anti-common
manifest0
ADDITIONAL
ACTIVATIONS
Secondmonth

Thirdmonth
Activationreference
ANTI-COMMON

SAMPLING
Served
2. Self Activations
We dare you to drive a Lamborghini in Las Vegas!
Be a SPEAKER of the Anti-Common Movement with your
coworkers. Become an Anti-Common Team and you’ll have
the chance of winning lots of prices, including a trip to
Las Vegas to test any Lanborghini you want.

You have to sell as many bottles you can, save the caps
and change them for Anti-Common Coins. 
After 3 months you can change your Anti-Common Coins
for group or individual prices.
Glasses

PIGGY BANK
Notebook
Coasters
napkin
3. Off trade
Invite consumers to live new and unforgettable drink experiences.
BRANDS
End caps
SHELF
ISLE
Packs
KEY VISUAL
End caps
SHELF
ISLE
Packs
KEY VISUAL
KEY VISUAL
BLACK LABEL
4. Digital
Anti-Common
Share the Anti-Common philosophy
Stage 1

Stage 2

Stage 3

Increase awareness through
different and interesting content
that explains our philosophy.

Promote people sharing the
Anti-Common content, as an
active part of the movement.

Spread the Anti-Common
movement through street art,
fashion, music, etc.

Promote awareness and
consideration of our brands.

Reinforce consideration
and trial of our brands.

Get to be part of the consumer’s
repertoire of drinks, having them
live an Anti-Common experience.
Anti-Common

Stage 1
Fan page
Anti-Common content
Videos
Photos
Comments
Fan page app
Fan page app
Fan page app
Fan page app
Fan page app
Fan page app
Fan page app
MobilE /Fan page app
MobilE /Fan page app
MobilE /Fan page app
MobilE /Fan page app
WEB BANNERS. A
WEB BANNERS. A
WEB BANNERS. B
WEB BANNERS. B
WEB BANNERS. B
BIG PICTURE
Beacause you are not a robot

On trade
Anti-common night
Anti-common ChalleNge
Anti-common EVENTS
(Example: anti-common halloween)

Off trade
Anti-common
EXPERIENCE

WEb
Anti-common
MOVEMENT
Long Term View Strategy
Anti common movement

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Anti common movement