Cerveza Poker: WhatsApp Friends

Beer brand Poker reversed declining sales in Colombia through a WhatsApp promotion which strengthened its position as a drink that is best enjoyed with friends.

Campaign details

Brand: PokerBrand owner: AB InBevAgency: DDBCountry: Colombia

Market background

The last few years have been tumultuous ones for the Colombian beer category. The emergence of new competitors, constant tax reforms, new regulations of the Police Code, as well as various changes in consumer habits and preferences, have threatened Poker's leadership on different fronts.

In the last two years, for example, the premium, easy-to-drink (lights), craft and international beer segments have been growing in double digits, while the ‘classic’ beer segment (in which Poker is the leader) has been in decline.

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