On Sunday, March 14th Bavaria launched their first institutional publicity campaign in over seven years. The communications strategy is centred around the concept of friendship, incorporating the company's commitment to “Making Friends”. This concept alludes to the 120 years that Bavaria has accompanied the Colombian people, the contribution it has made to the country and the social nature of the drinks it produces and markets.
The campaign is staged on the Colombian coast in a magical village called Caracolito, somewhere that would not look out of place in a Gabriel García Márquez novel. Two colourful characters Eladio and Toño, are the only inhabitants of the imaginary village. Through a simple narrative about their day to day lives, the campaign will explore various dimensions of their friendship and relate them to the bonds Bavaria has built with the country throughout 12 decades.
With this new component of their corporate communications strategy Bavaria is looking to integrate their programs, initiatives and messages around the concept of friendship.
The campaign will evolve during the next two years, putting emphasis on the subjects that Bavaria cares about and impacts, including employment and entrepreneurship, contribution to the development of the country, support and social investment in communities, moderate and responsible consumption of alcohol and environmental protection.
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