Argentina’s national beer brand Quilmes is known for its great marketing and advertising. Founded by German immigrant Otto Bemberg in 1888 in the city of Quilmes, Buenos Aires Province, the brand has created a clear, original and consistent image. Consistency can be seen in their tagline “El Sabor del Encuentro” (‘The Taste of the Encounter’) which is the same for many years. A television spot which became a classic in Argentinean advertising using this phrase is the “Elsa Bor de Lencuentro” ad.
The new campaign ‘Lugares’ is created around the idea of what would have happened if Quilmes was not founded in Quilmes, but in another town. Obviously the name of the beer would have been different. This could have led to very long brand names like Comandante Nicaor Otamendi or names leading to general confusion (because of their significance form example). Young & Rubicam Argentina created a few different television ads showing these possible situations in a very funny way. (It helps if you speak a little bit of Spanish.)
The ad finishes with the statement that if the name would have been different, the taste would still be the unmistakable ’sabor del encuentro’.
It is a great and successful campaign not just because the ads are very funny, but because it includes all Argentineans. It is ‘their’ beer. The print campaign makes this even more clear by adapting their billboard ads dependent on the city and even neighborhood. In Rosario I saw a special version for neighborhood Arroyito. I like this what I call ‘glocal’ approach.
Cliente: Cervecería y Maltería Quilmes
Agency: Young & Rubicam
Creative Directos: Darío Rial & Diego Tuya
Creative team: Diego Tuya, Darío Rial, Ignacio Galardi, Paulina Ordás, Fernando Meccia, Federico Aubone, Carolina Aguilar