The first thing we did was analyze our target well (a simple thing, because the campaign was aimed at people like us). The data we obtained was what we expected, we were targeting young, dynamic, urban people who basically drink partying and socializing. But we highlight one important thing: young people are reluctant to drink if they have responsibilities the next day.
For building this concept, we wanted to throw out there: So, is Saturday morning and you have to go see Grandma? Maybe workout at the gym? You don’t need to stop drinking, just drink in moderation. Drink Like There Is Tomorrow (Bebe Como Si Hubiera Mañana).
We wanted to get away from all those dark and lugubrious campaigns where they condemn alcohol consumption, showing how it affects your life in a negative way. Young people are (we are) cured of that kind of message. We had to change the tone, make it more cheerful, show how cool it is to drink in moderation, because our life is very busy and we have many things to do. The following video describes our concept: