Some beer companies don’t settle for just being your regular beer brand, but try to take their stance in the matters of national pride. To elevate their position on the market, they try to inspire and celebrate their citizens, just like Corona did, when the highly-popular lager company helped them to overcome challenges and break physical and mental frontiers – in “The Wall” starring Diego Luna. Another Mexican lager, Dos Equis tried to find the Most Interesting Man in the World. Yet, there is one brand from Latin America called Cerveza Cusqueña that has decided to take its national pride and its status as The Peruvian beer to a completely new level.

Together with advertising agency McCann Lima, they released a 60-second spot that highlights the new brand positioning for Cusqueña Beer and the singularity of the Peruvian Culture. And not only the culture, but the variety and uniqueness of its citizens. Last year Cusqueña travelled to the heart of the Peru where it found a drop of its strength, talent and precision, literally.

The beer from the land of Incas decided to gather the actual blood of various Peruvians – of people who represent such “talent, strength, flavour, precision, caring and passion” – and created a special red colour for its new label. By applying these values and the red colour made of the mix of blood collected from different natives across the country, the beer asserted its status as The Peruvian Beer, again with the help of McCann Lima agency.

The new TV spot – produced by a multidisciplinary, collaborative audio-visual platform, Sangre, under the direction of Antonio Sarria — yet again highlights the uniqueness of Peruvian culture and focuses more on the nation’s most prominent fields – gastronomy, fashion, architecture, and beer brewing among others – by firmly stating that their people won’t settle for the ordinary – not to follow meek recipes, but to re-invent them; not to settle for foreign fashion, but to colour it; and not to settle for any beer, but to celebrate with the best!

So, with the campaign ‘Good Made Better’, Cusqueña wants to create their own path, and become one of the best premium beers in the world. The initiative includes digital actions and a second TV commercial is expected to be aired in June.

Christian Caldwell, creative VP at McCann Worldgroup Lima, said: “This commercial represents one of the main qualities of Peruvians as a society or country, which is the fact that it has never been a culture that conforms to what has already been established and as a sign of this is its gastronomy, fashion, pre-Columbian architecture and this Quality is what also led to the creation of some of the best premium beers in the world.”

Credits:

Client: Cusqueña

Agency: McCann Lima

Creative VPs: Mauricio Fernández-Maldonado, Christian Caldwell
Creative Directors: Jomi Rivera, Pipo Galván
Creatives: Alvaro Soto, Gonzalo Paredes
Account service: Juan Camilo Correa, Ana Corina Estrada & Claudia Falcón
Planning: Juan Luis Arteaga, Alessandra Noceda
Production director: Alonso Palomino
Agency producer: Pimi Ravizza
Production house: SANGRE
Film director and general production: Antonio Sarria + Sangre.
Post production: Lunatic