In 2023, Backus AB Inbev was chosen as advertiser of the year by Effie Worldwide, Cannes and Effie Peru. And this year they won this title again. Does the company only run campaigns to win awards?
The answer is a resounding no. Alejandro Molina, vice president of marketing at Backus AB Inbev, told the program Marcas & Mercados that “doing advertising to win awards is a wrong approach.”
He explained that all the company’s actions in the marketing field are based on achieving a commercial impact on the business. The executive indicated that the common denominator of campaigns such as “End the heat, stay with the summer” that it carried out together with Yape; “Tejas por Arequipeña”, as well as those carried out with its e-commerce platforms, are all business cases. In these “creativity was simply used to enhance them.”
“These are cases that show all the power of Backus as a business. So they are not just PR Stands. They are not things that we are doing to simply win a prize, but they are real cases,” he argued. You can watch the full program at Peru21TV.
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