Terrazas Stones

Objectives

Stones is a flavored low alcohol beer, very popular in the young adult segment. They're facing a problem with the brand knowledge in older segments and also consumers only know about the lemon flavor, but don't.

The objective was to increase awareness of the Brand and different flavors in the Male/Female adult segment.

REACH: Achieve mass scale with the male and female 25-55 segment.

CONNECTION: Forge brand personality and connect with target consumers.

BUZZ: Generate conversation with consumers and amplification with press.

CREDIBILITY: Drive positive sentiment with consumers and brand values.

Methodology

We created a branded content called "Terrazas Stones" where Pamela Diaz, a local celebrity interviews famous guest, inviting them to different popular and fancy bars. The concept was to make a spontaneous conversation, showing the different flavors of Stones making original cocktails.

The host and the guest were chosen because of the great affinity with the target audience the brand was trying to reach.

Resuls & conclusions

Most viewed program in its broadcast schedule in every target M/F 25-64, except F25-34.

Total multiplatform reach: 2.243.508 person.

The brand awareness increased in the target segment, taking advantage of the different platforms where the content exhibited. Awareness of different Stones flavors also increased.

Industry: alcoholic beverages

Client name: Stones (CCU brand)

Brand: Chilevisión, Pluto TV

Status: finished

Platforms: FTA, Pluto TV and YouTube

Start date: February 3rd, 2023

End date: March 4th, 2023

Contact: Eduardo García (Eduardo.Garcia@paramount.com)