Juan Alonso Torres, Director of ABInBev’s Portfolio of Non-Alcoholic Brands Portfolio in Colombia, tells Insider Latam how the company is generating positive change with campaigns that target real issues that affect their consumers.
ABInBev, the largest brewery in the world, has an important headquarters in Colombia that not only covers the beer segment but also several brands of non-alcoholic beverages, the main one being the traditional Pony Malta.
一个女教师的自述“Pony Malta is the brand of the children in Colombia. We want them to be their true self, to help them to get to know and understand themselves, and form their identity to be the best version of themselves possible,” explains Torres, something Pony Malta has strived to help facilitate for more than 60 years.
一个女教师的自述This year, Pony Malta and their agency MullenLowe SSP3 led by Francisco Samper, have launched a series of campaigns, two of which were highlighted in in October.
一个女教师的自述The first campaign highlighted in the article is #SheSpeaks, a campaign that was launched on the International Day of the Girl. When speaking about the campaign, Juan Alonso says: “The campaign consisted of hijacking one of the most iconic TikTok features, dubbing, to share positive messages on the International Day of the Girl. We took parts of the most important speeches from pioneering women in history, both Colombian and globally, to record themselves lip syncing their words to inspire and empower others.”
The second campaign was ‘Usernames Against Bullying’, a movement that aims to combat bullying in video games. Torres said: “This campaign was part of the launch of two new flavours for Pony Malta. A lot of the activity was centred around gaming, so we asked prominent gamers in Latin America to change their username to a message against bullying for on our national day dedicated to gaming. The campaign reached more than 14 million gamers in Latin America so for the US’ National Video Games Day on 12th September, we took the initiative global and invited people around the world to join the movement.”
Torres explained that these campaigns “respond to real problems our consumers face which we want to help solve beyond just sharing messages of support – we want to generate change. Some of the results have really shown this is possible. Through ‘Usernames Against Bullying’, some consumers have approached the NGOs that were part of the campaign because they have identified a problem they need help solving. ‘#SheSpeaks’, which launched on TikTok influencer, @ellashablan’s page, had a number of NGOs on board to help girls fulfil their full potential. In that sense, we are making real change in areas that address the emotional problems of our consumers to help them be the best version of themselves,” he continues.
Finally, Torres spoke about the brand’s relationship with MullenLowe SSP3 Colombia: “We do not see ourselves as a traditional client / agency partnership, we consider ourselves part of the same team. The main objective of our work is that the business thrives in creativity. We have this in mind as soon as we wake up and that’s what strive to do with everything we create.”
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