Be cool drink Boris
Boris is a beer brand born in Montreal, Quebec, Canada. It has two product lines, one of which consists of a wide variety of beers brewed in France and the remaining composed of flavored malt beverages called coolers, produced in Montreal.

As part of its program of continental expansion, Boris tasked us to plot and execute a positioning and marketing strategy for Argentina and other South American countries.

The Boris’ products are aimed at a generation that has taken control of its existence and its future. It promises only allegiance to a flag, freedom.
This segment is made up mostly of young adults, 18 to 35, seeking to express themselves freely through art, music, design and technology.

A social group that knows no language barriers and, armed with emotions, interprets the change as an opportunity for personal fulfillment.

Case I: Boris Slam

The most powerful Boris beers. With 10.5% vol.alc. This beer is the favorite of those who want to test their limits. Responsibly.

For Boris Slam we developed activities related to rock music, includingt a band competition at national level and we found in Playboy Magazine an strategic ally.
Boris Slam is the favorite of all our audiences and established itself as the best-selling imported beer in its category, Extra Strong Beer.

Case II: Boris Lime

A global trend, that slowly, is getting installed in the market. Boris Lime is a refreshing summer beer with a touch of Lime.
Boris Lime is a non-traditional product for consumers in the region. It represents the true spirit of Boris; the search for the new; the desire to differentiate.
For Boris Lime we devised a campaign whose slogan refers to the folly but fun combining the fruit with one of the most deeply rooted beverages in the region.

Case III: Boris Cool

With the challenge of installing this new kind of drinks, we executed an sponsorship strategy that allowed us to be part of the largest network of private events. We were present at electronic parties, film presentations, fashion shows, openings and art and photography exhibitions. Over 35,000 drinks served in sampling mode during 2 years.

ALL