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Branding and Innovation

Branding and Innovation

Lead: Emmanuelle SANGOUARD

Rationale

Beez supported ABInBev to develop Cubanisto
brand positioning and communication.

ABInBev has just launched a new brand, Cubanisto
in the UK and in France in April 2014.

Action

Identified fundamental CONSUMER INSIGHTS on which to base new business.

Co-created the international Cubanisto consumer TARGET GROUP, brand POSITIONING & visual IDENTITY
with ABinBev local and global teams, design and communication agencies
as well as external experts invited by Beez to join the workshops.

Developed insight-based and consumer-based Cubanisto high-impact and super segmented COMMUNICATION PLATFORM (outdoor, online campaign and print).

Results

Successful launch of Cubanisto in key countries

Achieved launch KPI’s in France and the UK

Branding and Innovation
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