Andes Design & Branding ANDES CAMOUFLAGER by Del Campo Saatchi & Saatchi Buenos Aires

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ANDES CAMOUFLAGER

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Industry Beers and Ciders
Media Design & Branding
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Mariano Serkin, Maxi Itzkoff
Art Director Ammiel Fazzari
Copywriter Matias Eusebi
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: ABINBEV
Product/Service: ANDES BEER
Agency: DEL CAMPO NAZCA SAATCHI & SAATCHI
Executive Creative Director: Maxi Itzkoff (Del Campo Nazca Saatchi & Saatchi)
Executive Creative Director: Mariano Serkin (Del Campo Nazca Saatchi & Saatchi)
Copywriter: Matias Eusebi (Del Campo Nazca Saatchi & Saatchi)
Art Director: Ammiel Fazzari (Del Campo Nazca Saatchi & Saatchi)
Head Of Art: Mariano Espagnol (Del Campo Nazca Saatchi & Saatchi)
Head Of Production: Adrian Aspani (Del Campo Nazca Saatchi & Saatchi)
Agency Sisomo Producer: Camilo Rojas (Del Campo Nazca Saatchi & Saatchi)
Account Director: Jaime Vidal (Del Campo Nazca Saatchi & Saatchi)
Account Executive: Manuela Sorzana (Del Campo Nazca Saatchi & Saatchi)
Media placement: Merchandising Stands - Bars - 4 March 2012

Describe the brief from the client
Andes a local beer from Mendoza, Argentina. Facing the arrival of more appealing imported beers, it needed to develop a proposal that kept positioning Andes Beer as an irresistible product.

Describe the challenges and key objectives
The challenge was to develop a proposal that would work on the brand's irresistibleness' attribute; where starting from the bottle design, Andres Beer could be the great protagonist.

Describe how you arrived at the final design
The problem:
We all like to have an ice-cold beer waiting for us in the fridge. But we know that the last beer always runs a constant risk: one of our friends might drink it first.
The solution:
Andes Camouflager, a genius invention designed to hide your last Andes beer in the fridge, keeping it hidden and out of the reach of your friends or anyone else.
Implementation:
We designed a series of products that no man would ever think to grab out of the fridge:
A squash, rice milk, a bowl of broccoli, and a stale loaf of bread.
Each of these elements was perfectly designed to hide your Andes beer and keep it ice-cold.

Give some indication of how successful the outcome was in the market
During its summer launch, the brand’s preference levels increased.
It created a brand experience that connected consumers to the product.
And Andes became a focal point at both points of sale and in the homes of our target audience.