For the first time in its long history, already in its second century, Pilsen, the oldest brand of Bavaria, changed its name in Medellín and Antioquia – its place of origin – as of July 15 up until August 9, to be called Paisa, to demonstrate its appreciation for the group of natural consumers.

This way, the brand records a unique milestone and a footprint in the brewing history of the region and the country, during the days prior to the celebration of the LII Feria de las Flores, the most important popular event of paisas.

“Paisa, el sabor de la Feria de las Flores, un regalo de un paisa para otro paisa” (Paisa, the taste of Feria de las Flores, a gift from one paisa to another paisa) is the temporary motto that will be printed on the returnable bottle and in cans.

Furthermore, the temporary brand will launch an emotional communications campaign that will published in press, radio, outdoors advertising, regional TV and Internet, with presence in banners, bus stops, bus terminals, metro stations, merchandising elements and activations. The visibility strategy of Paisa will also be present in the most outstanding events in the colourful and animated festivity.