10. 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:
11. 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.
23. 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
29. 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
80. 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.
111. 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.
131. 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
