Case Study: CCU delivers a moving World Cup campaign with Kantar Marketplace

How CCU capitalised on qualitative studies and Link Express on Kantar Marketplace to deliver a moving World Cup campaign

CCU, a beverage company, faced the significant challenge of creating a World Cup advertising campaign for its Schneider beer brand that could surpass the iconic and emotionally resonant ads of its long-standing rival. The bar was set extremely high to connect with consumers on a deep level. To meet this challenge, they partnered with the vendor Kantar.

Kantar's solution involved using qualitative studies and its Link ad testing service on Kantar Marketplace. This process allowed CCU to quickly diagnose consumer emotions and then quantitatively measure the ad's impact using key performance indicators. The result was the highly successful "Quienes somos" campaign. Kantar's testing confirmed the ad achieved high enjoyment and involvement, successfully delivered the sponsorship message, and surpassed both country and beer category norms on several key metrics.

CCU

Guadalupe Ries Centeno

Marketing Grouper Cervezas