Repositioning the iconic beer brand for a new generation.
Few brands epitomise holiday good times more than San Miguel has done for over more than a generation. But as time has gone on, and competitors have increased, the brand was losing its relevance for both established and new drinkers. The challenge was to create a positioning idea for the brand capable of connecting its past and its now obscured roots with a new generation, with new purpose.
MEAT worked with the team on a full Brand Transformation Journey – starting with a deep excavation of the brand’s roots and DNA. We used this, along with the Internal Compassing ™ to unlock Triggers – sharp stimulus to be used in Consumer Mindscoping ™.
Mindscoping ™ was used to unlock the potential Pathways of Desire. The value of Happiness was seen to have huge resonance as the spine of San Miguel’s elevation. This was crystallised into a positioning, the essence of which being ‘A Life Well Lived.’ ‘Una Vida Bien Vivida’ was produced by Saatchi to bring this to life across all media.