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AMBEV - AB InBev
Ambev
High Quality of
the Future
2022-2023
SÃO PAULO - BR
Innovating in strategy today, to build quality for tomorrow. A project where we decoded aspects that generate a perception of high quality in the beer category and designed an innovation strategy for the future of 8 brands. The project had a major impact on how Super Premium brands organize their launch planning and structure their positioning from now on, and how Insights|Inno teams develop their innovation-oriented internal processes, taking into account a systemic and strategic view. This methodology became the cornerstone of the Ambev brand portfolio, aligning different areas such as Trade, Communication, Product, and Packaging to deliver an integrated customer experience.
• business & innovation • research
Consulting: Questtonó Manyone
My role: Project Leader
Problem
It is not always clear which aspects represent quality for consumers in the present, and even less so what this will look like in the future. The project aimed to develop an understanding of the key codes that contribute to the perception of high quality, while building a future within the Beer category. It also suggested a cohesive and collective approach to updating the company's brand portfolio.
Process
1) Why - High Quality Routes: research into behavior, trends, semiotic analysis, and market benchmarking. We decoded the main codes that contribute to the perception of quality in the beer market, and based on these insights, we defined strategic routes to guide the company in following this path, both today and in the future.
2) What - Positioning Framework: in a collaborative effort with Ambev's multidisciplinary teams, we designed frameworks to position 8 brands within a new perspective of innovation. This approach not only considered the product's functional and emotional attributes but also expanded to organizational practices and experiences involving communication, packaging, trade, and consumption in an integrated manner.
3) How - HQ Workshops: we delivered a Playbook with clear guidelines on how the organization could develop a quality-driven innovation strategy for the future. We also held workshops with all brands to prototype their future strategies and design innovation bets for the short, medium, and long term.
07 Routes to High Quality ￫ We designed 7 distinct approaches for the company to develop quality from the consumer's perspective.
📍 We conducted Design Workshops with 8 super premium brands: Corona, Budweiser, Spaten, Beck's, Stella Artois, Michelob Ultra, Patagonia, & Colorado.
⭐ +18 brands: The project was later adapted for other divisions of the company, including Beer-Core, NAB (non-alcoholic beverages), and MATCH (ready-to-drink beverages), covering brands such as Brahma, Skol, Original, Guaraná Antarctica, Tônica, Fusion, Beats, Mike's, Cutwater Spirits, and Brutal Fruit.
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