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Marketer: CCU Argentina

Agency: Dialogo Publicidad

Beer brand sheds label to show that it's what's inside that counts

[Buenos Aires, Argentina] A CCU Argentina campaign to reposition Schneider as a quality beer has taken a twist to prove its tagline of the past three years, "What's important is the beer." The company stripped the brand's main label from bottles.

At select supermarkets, one-liter bottles of Schneider are displayed with only a small label on the neck, nothing on the body.

"We have absolute confidence that our product is excellent and we're showing that by taking off the label, showing that what's important is what's inside," said Favio Fraticelli, the brand's manager at CCU, a joint venture of Anheuser-Busch Cos. and Chile's Compania Cervecerias Unidades. "It takes some guts to put a product on the shelves without a label."

The effort supports a TV spot that broke last month and is accompanied by print, outdoor, radio and point-of-sale material.

In the spot, a woman struggles to squeeze into a pair of pants at a clothes store. Seeing they're labeled XL despite the puny size, she strips in protest, demonstrating that she's important, not the clothes. Others get naked too, tossing their clothes into the street. They meet in a bar to drink Schneider.

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