Quilmes beer in Argentina saw declining market share as consumption fell from 12 liters per capita annually in the 1960s to only 6 liters in the 1980s. To change this, Quilmes adopted a new strategy in 1981 of targeting younger people, increasing distribution, and using the slogan "El Sabor del Encuentro." This approach was highly successful, driving consumption up to over 36 liters per capita by 2006 and transforming beer from a seasonal drink to a regular part of Argentine culture consumed year-round. Quilmes was able to capitalize on changing social habits among youth and establish beer as a key part of socializing.

1. Axe Consumption
Change of habit + Case
Study
Prepared on Oct - 2007

2. The Quilmes case
Situation: Beer was a seasonal and expensive alcohol beverage, which was
loosing terrain by the hands of the direct competitor: cheap vine. The
consumption per capita in liters was heavily descending. During the 60´s and
70’s it was 12 liters, but entering the 80´s the needle indicated scarce 6 liters.
Positioning: Brand associated to family consumption in two specific daily events:
lunch and dinner. The meals in itself weren’t important but the claim “Hora
Quilmes” was, announcing the suitable moment to drink a beer accompanied by
the family.
Strategy: Amplify the target, renew the brands image, reduce prices, generate
ads campaigns along the whole year with the main goal to turn the seasonal
commodity into a regular alcohol beverage to be consumed at any
time.
Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina

3. The renewed Quilmes
Action Plan: In 1981 they create the famous claim “El Sabor del Encuentro”
which still prevails, start focusing to target the young audience and to increase
the product distribution.
The unexpected rotund success: This new strategy had as a basic premise
which was to approach young people thru the ad campaigns and an extremely
powerful and sticky claim, which synthesized the whole essence of a brand.
Added to that, according to the Argentinean culture, gathering with friends is
always one the best moments any person can have, knowing how many
indescribable sensations in can provoke and evoke (important when it comes to
a girl conquer). This claim gave the youngsters a new way to celebrate an
encounter whether it is with friends or a date.
The Key is not only to generate a change of habit, also to be the
first one to capitalize it.
Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina

4. Final conclution
Originally Quilmes wanted to gain more market share, but they didn’t know the
impact a single phrase was going to make.
In a period of 25 years the average consumption per capita in liters grew
from 7 liters to 36.5 in 2006, generating a marked change of habit.
Along all this time Quilmes knew how to work properly on their claim to sustain
and increase its market participation as the key player of the category.
For example sponsoring the national football team and several local tournaments
rooted to Argentinean tradition, launching every year maintain campaigns and
the key commercial, which is put up in the air around November, generating
expectation among the young audience and associating it with the summer
season.
Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina

5. The change how to communicate
60’s
Early
80’s
Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina

6. Early 90’s

7. The change of habit in numbers
Evolution
Consumption per capita in liters
40
3
35
32
30
30.5
30
33.5 33
35
36.5
2
25
23
20
16
15
12
10
7
6.5
5
15
13
1
5
0
0
78
80
82
84
86
88
90
92
94
96
98
2000
Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina
2002
2004
2006
Interpretation: Quilmes
along 25 years made a
very smart strategy
launching every year a
campaign which helped
to boost the habit
forward to an average
year grow of 18%.
Once the habit is firmly
installed in the target
the big push takes place
(90-94). After that, the
curve starts to
straighten, entering the
saturation tier.

8. Zoom of graphic 2003 to 2006
*Euro Ex UL 06 (000)
Interpretation: Usually Quilmes
along one year has 3 campaigns,
mostly maintenance.
Just one could be seen as a minor,
never a major, because Quilmes is
the absolute market leader and since
the famous claim “El sabor del
encuentro” the brand essence
didn’t vary.
Audience has great expectations
every November, when Quilmes
launches the summer campaign,
strongly supported with television
(see Nov 06).
You can observe in May 06 a very
high advertising budget because of
the World Cup Championship
sponsoring.
Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina

9. Media Mix
Sources: Desk Research + Monitor + Cámara de la Industria Cervecera Argentina

10. What is a habit and how can
we change it?
Habits are automatic routines of behavior
that are repeated regularly, without thinking.

11. Neurobiology in Teens
Neurobiology:
Gonadal hormone
level increases
Prominent developmental
brain transformation in
stressor-sensitive regions
Physically:
Corporal changes, including
grow of pubic hair, genitals,
stature and voice becomes
thicker
Generates:
Anxiety
Risk-taking
Novelty seeking
Appearance of first phase
or SEX and COUPLE LOVE
Sources: Binghamton University (NY)
Which leads to:
Seek new experiences
Higher levels of rewarding
stimulation without
considering future outcomes
or consequences

12. Transtheorical Theory
( Changing a habit)
5 stages to behavior change
Behavior Intention
Knowledge
Desire
Optimism
Stimulation
Behavior
One year
Sources: Veciler, Fava, Prochaska, Abrams, Emmons & Pierce
Reinforcement

13. Examples of change behavior
In an north American study was demonstrated that the distribution of
smokers who were trying stop the habit across the first 3 Stages of
Change was approximately identical.
Around 40% of the smokers were in the Knowledge stage, 40% were
in the Desire stage and 20% were in the Optimism stage.
The distribution may vary in different countries: in European samples,
70% where in the Knowledge stage, 20% were in the 2d stage and
10% in the 3rd.
Sources: Veciler, Fava, Prochaska, Abrams, Emmons & Pierce

14. Decisional Balance
It reflects the individual’s relative weighing of the pros and cons of changing
er oc S T
60
40
Knowledge
Desire
Optimism
Pros
Simulation
Cons
Sources: Veciler, Fava, Prochaska, Abrams, Emmons & Pierce
Reinforcement
Brief explanation: Once somebody
takes knowledge of a new habit,
at first he will be skeptic because he
never had an experience with it.
Entering thoroughly in the Desire
Stage the positive perception
increases while the negative
thoughts about it begin to
drop.
Reached the Optimism stage, it
starts
becoming a behavior.

15. Behavior incorporation process
65
Brief explanation: Process use is at
a minimum in Knowledge, increases
over the middle stages turning the
habit from a consciousness
maneuver into a controlled stimulus.
During the Simulation stage, the
use is on its peak, needing only
a maintenance to deposit the
Stimulus Control curve in the
Reinforcement stage area.
60
55
er oc S T
50
45
40
35
Knowledge
Desire
Stimulus Control
Optimism
Simulation
Reinforcement
Consciousness Raising
Sources: Veciler, Fava, Prochaska, Abrams, Emmons & Pierce