AB InBev · Grupo Modelo — A new category of barley malt beverages
AB InBev · Grupo Modelo · FMCG · Beverages · Mexico · Go-To-Market Shake Down · Innovation Factory + GTM
The challenge
Grupo Modelo needed to win share from carbonated drinks. The bet: develop a new category of barley malt beverages in Mexico, where the category didn't yet exist as such. The product had to be conceptualized, the brand built and the launch orchestrated simultaneously.
The approach
Fifteen weeks, multiple design sprints until we conceptualized the final solution for the new category. On top of that concept we articulated the complete brand and launch strategy: target definition, distribution channels, packaging, pricing and communication architecture. The launch wasn't planned as an event. It was designed as a system with its pieces connected.
The result
Grupo Modelo launched a new category with all the pieces aligned: product, brand, distribution, price and communication. Not just another launch with a campaign behind it. A market entry system designed to open territory, not just announce a product.
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