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Pilsener, the most popular beer in Ecuador and a long-time supporter of national football, is once again changing the fan experience with the introduction of

Alcoholic Drinks

Beer Refil

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Other Alcoholic Drinks Campaigns

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Beer Refil

Description

Pilsener, the most popular beer in Ecuador and a long-time supporter of national football, is once again changing the fan experience with the introduction of "Beer Refill", a unique and fun brand initiative that transforms spilled beer into a symbol of connection and joy. Created by Delta MullenLowe, the campaign focuses on a surprising insight: Ecuadorian fans often spill up to 40% of their beer while celebrating goals and great plays. Instead of viewing this as a problem, Pilsener saw it as an opportunity to give back to its enthusiastic audience in a memorable way. The solution? Beercams inspired by the well-known "kiss-cams" at stadiums capture the exact moments when fans spill their beer. The Pilsener

Credits

Client

Ab InBev Ecuador?

Brand

Pilsener?

Vp Marketing

José Pérez-Vargas?

Core Brands Senior Manager

Eddy Cepeda?

Brand Lead Pilsener

Arturo Stacey

Agency

Delta MullenLowe

Vice President

Pablo Salazar Guerrero ?

Global Creative Director

Carlos Andrés Rodríguez ?

Global Creative Council President

José Miguel Sokoloff

Chief Creative Officer

André Pedroso?

Manager Director

Juan Ignacio Gallego?

Chief Business Officer

César Centeno

Chief Strategy Officer

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Category Mind Map

IKEA

Wayfair

Ashley Furniture

Home Depot

Lowe's

Pottery Barn

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48%

Eduardo Carvajalino ???

Executive Creative Directors

Rodrigo Uribe Martínez, José Lizarzaburu

Associate Creative Directors

Andrés Lancheros, Jhon Chacón?

Account Director

Daniella Fernández?

Account Executive

María Gracia Luna

Copywriters

Andrés Miranda, Carlos Del Moral?

Art Directors

Ronaldo Córdova, Andrés Córdova, Daniel de la Torre?

Motion Graphics And Editing

Gabriel Fernández?

Head Of Production

Julieta Kropivka?

Agency Producer

Diana Hungría

Production Company

La Gallera

Music Production Company

? Estudio Machina

Media Agency

Right Angle Media (RAM)

Sound Music Company

Estudios Machina

Campaign Proposition

Builds brand preference through lifestyle association and functional benefits, targeting active consumer segments.

Creative Device

Narrative

Competitive Planks

Market leaders use mass appeal and functional benefits messaging, while challenger brands differentiate through niche targeting and authentic storytelling.

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