Super Bock, Portugal’s No. 1 brewer, has a portfolio of successful mainstream products. However, it was not present in the crafty segment, which led to a slow but steady drain of young consumers with a more sophisticated palate, a profile with good purchasing power and a good brand prescriber.
To take advantage of this strategic opportunity, Super Bock turned to Summa to develop the project in a comprehensive manner: from brand positioning to naming, visual identity, packaging and activation.
A brand like that had to connect with its community from the very beginning. That’s why we made a deep cultural immersion in the Portuguese market and especially in the craft and crafty beer market. From the beginning, the community contributed and validated all the steps in the construction of the brand, a true co-creation exercise that allowed us to create a very daring and personal proposal.