Andes Beer: The Fairest Night
Andes Beer tasked Del Campo Saatchi & Saatchi with empowering ordinary men. The client wanted to give "regular" guys a fairer, more enjoyable night out, as they often felt overshadowed by attractive men. The challenge was to ingeniously remove this social competition, making Andes Beer the champion for these men and enhancing their brand affinity.
Creative Idea
Andes Beer faked a casting call to lure attractive men out of bars, improving odds for the rest.
Andes Beer created a clever marketing campaign by holding a fake casting call for attractive men, which secretly allowed ordinary men to have their own special night out while these attractive men were occupied. The brand ingeniously gave "regular" men a chance to enjoy their night by removing the typically intimidating attractive men from the social scene.
Creative Strategy Deconstructed
Company
Andes Beer, a regional powerhouse in Mendoza, leverages its identity as a cheeky, relatable brand that prioritizes its local male community's social success over traditional polish.
Category
Beer marketing usually relies on aspirational imagery and perfect models, creating a standard of attractiveness that makes the actual consumer feel like a background character.
Customer
Average men feel social anxiety and romantic competition in nightlife settings, often feeling overshadowed by more conventionally attractive men who dominate the room's attention.
Culture
There is a rising sentiment against unattainable beauty standards and a desire for fairness, making the act of leveling the playing field a resonant, humorous gesture.
Company
Andes Beer, a regional powerhouse in Mendoza, leverages its identity as a cheeky, relatable brand that prioritizes its local male community's social success over traditional polish.
Category
Beer marketing usually relies on aspirational imagery and perfect models, creating a standard of attractiveness that makes the actual consumer feel like a background character.
Strategy:
Remove social competition to let the average man own the night, positioning Andes as the ultimate wingman.
Customer
Average men feel social anxiety and romantic competition in nightlife settings, often feeling overshadowed by more conventionally attractive men who dominate the room's attention.
Culture
There is a rising sentiment against unattainable beauty standards and a desire for fairness, making the act of leveling the playing field a resonant, humorous gesture.
Strategy:
Remove social competition to let the average man own the night, positioning Andes as the ultimate wingman.
Strategy Technique
Start With a Tension
The campaign identified the unspoken social tension ordinary men felt when overshadowed by attractive men. Andes Beer then created a solution to alleviate this discomfort, empowering its target audience.
Explore Technique
Creative Technique
Support the underdogs
Andes Beer actively supported ordinary men by removing their social competition. The brand championed these "underdogs," giving them a fairer, more enjoyable night out.
Explore Technique
