Develop a relevant Brand Positionign for a new beer that brings the “coast-life” spirit to the inner cities.

In 2019 Bavaria wanted to launch a new beer for the interior of the country, based on a beloved brand “Coseñita” that was historically sold only in the coast and sea-side areas. To do so we needed a relevant insight that connected the two different lifestyles of the more “relaxed” way of living of the coast, with the strenuous life of the inner cities.

We found the value of “simplicity” as the connector of these lifestyle and we defined the brand purpose around the premise: “What’s simple is Bacano, and what’s bacano is simple”. Stablishing a rich and relevant territoty to build the brand over the pillars of simplicity and posisitve vibes, to take daily life situations with “Bacaneria” (“Easygoingness”).