Context

Heineken bought Schin for half the price that Kirin paid for Schincariol. The reason? Kirin had a considerable loss for the first time in history, and the Brazilian Headquarters was mainly responsible for such terrible results. 

Despite being a brand consumers still considered, Schin suffered due to poor communication decisions. The brand's value equation, a crucial factor for a mainstream brand, was unbalanced, leading to Schin losing its status as a consumer choice in the market.

Tension

Our in-depth research on consumer behavior revealed a critical insight: the first beer a consumer orders often sets the tone for subsequent orders. That underscores the importance of incentivizing the first order to influence the drinking session.

Insight

At the bar, winning a nightcap is more relevant than winning a house.

The results of promologico - the largest study about the relationship of Brazilian with promotions - have shown us that consumers want promotions that are easy to win and have a clear benefit for them. Think with me: when you are at the bar, you don't want to win a house or a car; you want to keep drinking and talking.

Besides, buying one and winning another was a promotional mechanic that most Brazilians participated in because everybody had won a popsicle stick in their chilhood.

Campaign

Prized Cap Promotion
You open, find, and win.

Schin

Other Brands

As the other brands get in the promo, other films were launched

Trade Strategy - A simple mechanic to participate in, tough to operate.

This Prized Cap Promotion used the bar's refrigerator, energy, and labor work. It was also necessary to give them a great benefit and incentivize them to participate.

So, we developed a mechanic that if a consumer won a beer from their promotion at their bar, the bar's owner would win a double. When the sellers were in the bar, they took the cap and inserted the benefit in their smartphone app.

Results

The promotion was a huge success and became a business tool for every mainstream and value brand. The company also created three other versions of the promotion. 

In this first edition, Schin stopped bleeding for the first time and returned to grow. Schin achieved outstanding coverage in recent years, being present in more POS than in 2015.