Background
Our team was tasked with launching BEATS, a popular party drink, in the Peruvian market. This project aimed to position BEATS as the go-to beverage for young adults aged 18-24 during their pre-party and amp-up occasions. We sought to differentiate BEATS from its competitors by leveraging its established reputation as an “icon of all parties” in Brazil, while adapting the brand to resonate with the Peruvian audience.
The Peruvian market for party beverages is still developing, There is an opportunity to introduce a new way of enjoying pre-party drinks. The main competitor relies on codes that are not universally accepted, providing BEATS with an opportunity to introduce a fresh and appealing alternative. Peruvian consumers are open to new proposals but require clear communication about what is being offered.
Our strategy was to present BEATS as a drink that is already recognized as an authority in the party scene, while introducing new and exciting “amp-up” elements to the Peruvian market. The goal was to maintain BEATS’ image of readiness for any party, summarized by the tagline, “El trago listo para juerguear” (The drink ready to party).
BEATS embodies someone who is prepared, spontaneous, and enjoys the moment to the fullest. This personality trait is reflected in the product’s refreshing and sweet taste, with a high-energy 10% ABV.
Visual Design:
- Prism Background: A vibrant tunnel representing high energy and movement at parties. The design is intentionally soft to keep the focus on the product and messag.
- Fog Element: Simulates dry ice, enhancing the party atmosphere and giving the impression of a cold, refreshing drink.
- Integration: The packaging colors are harmonized with the prism background, reinforcing the brand’s dynamic and lively image.
A Resonant Entry into Peru’s Party Scene
The launch of BEATS in Peru was carefully crafted to resonate with young adults, positioning the brand as an essential part of their party experience. By leveraging insights from the market and consumers, and by executing a creative strategy that highlights the product’s unique qualities, BEATS successfully entered the Peruvian market with a compelling and differentiated presence.
