For
Charles Costa
Advertising Reporting Director
The excellent preview that the Argentine national team had, including the victory of the Copa América, enthusiastic about the participation of the brands. From “Coincidencias”, the advance campaign by Quilmes 60 days before the start of the competition, up to the triumphal closing with the consecration of Champion of Argentina, brands of all kinds, in addition to the official sponsors, populated the lots with messages and promotions.
“It was a dream world cup,” says José Llados, Institutional Relations Manager at TyC Sports, with a turnover that far exceeded that of the other world. “This Selection, for several reasons, was generating a very special bond with people and brands. Even if we don’t have the definitive numbers, we can guarantee that we will far surpass the previous World Cups.”
DIRECTV Latin America also acknowledges a strong growth in Argentina, and the region for both its pay TV service and its streaming platform, DGO. To the 64 matches, he added 1,400 hours of Qatar’s own content for an audience he accompanied. “DIRECTV’s pay-TV customer base had been growing year-to-date, but accelerated very strongly in November, posting a 52% increase over the previous ten-month average. The DGO platform experienced 107% customer growth for the year. During Qatar, plays increased by 287%; the average number of simultaneous plays increased by 409% and the average hours of DGO use per day increased by 219%” celebrates Patricia Monkowski, marketing director of Vrio.
Of the $4.7 billion FIFA hopes to raise from the event, 1350 will be provided by marketing rights. In addition to the classics Coca-Cola, McDonald’s, Budweiser or Adidas, an Argentinian brand was added as a FIFA sponsor for the first time this year: the unicorn Globant. Locally, in addition to Quilmes, Schneider, McDonald’s, Philco, SanCor Seguros, Noblex, Fravega and Paladini had outstanding attendance. It hasn’t stopped attracting attention the lack of local presence of Coca Cola, during the tournament, a great entertainer from other world championships who closed his participation with a spot with little flavor. Some connoisseurs agree that it is part of the decision of several multinationals to reduce their presence in the country. A pity and a risk in the face of the sustained growth of other brands such as the ultranational Manaus which is gaining strength in a context of economic crisis.
the beer war
As expected, there was a beer communication war, which began in the last Copa América and deepened in this World Cup starring the former and current official sponsor of Albiceleste. It’s not new the provocation suffered by Quilmes. When the brand was sold to the Brazilian group InBev in 2006, it was Isenbeck who started the publicity battle with a provocative ad stating “Brazilians have bought Quilmes. Just before the World Cup? How do you say sold in Portuguese? This year the contest against the leading beer was led by Schneider with a message, not very subtle, it must be said, which appealed to popular folklore about How the luck of the national team has changed with the new sponsor. Last Monday in the networks they published a spot calling for “The red ribbon to erase the mufa as the logo of Schneider, the official sponsor with which Argentina started winning”. But it was also that same Monday when we woke up to the front page of the newspapers a cover notice de Quilmes who recited “There have been coincidences. There is the equipment. Thank you Argentina” and listed more than 40 matches between 1986 and 22. “We dreamed of having an incredible World Cup and it was even better than we ever dreamed of” admits Eugenio Cucú Raffo. Marketing VP of Cervecería y Maltería Quilmes – “The opportunity was gigantic. A World Cup in the summer, a great expectation of the people, probably the last World Cup for Messi. The conditions were there” and adds: “Quilmes is the brand that people associate with our team for consistency, tradition, origin and because they have earned it. “Coincidences” was a message with optimism and humor, with emotion and without success. Trying to interpret what was happening to people. It was a milestone for us. Once the World Cup started, the topic of coincidences picked up on people and was a topic of conversation at every game. Finally the last coincidence happened, the one we all expected. And since we have guts, we had prepared an advertisement with the latest games and with the Scudetto party. It was incredible and the celebrations will continue,” Raffo anticipates.
In December 2019, Schneider became an official sponsor of the AFA strengthening the brand’s link with the world of football and all its national teams. “We were convinced that it was a very important platform to connect with our consumers. Football is a channel of passion and encounter where our brand wants to be and which connects us as Argentines – says Nicolás Rubino, marketing and business intelligence director of CCU Argentina, and since we closed the sponsorship the selection has had a spectacular performance , we won the Copa América, the Finalissima and the World Cup, we are very happy with the relationship achieved. We always talk about refreshment and say that we come to refresh the illusion, the passion of the Argentines”. In relation to the latest street campaign, Rubino says “In our commercial we wanted to underline the moment in which we became sponsors of the national team, reinforcing the idea of taking the joke away. When we took on the sponsorship, the national team didn’t come from a good process, it was complex, but we trusted the institution and today we joke that we don’t know if it was the change of sponsor, the red bracelet or the support of the people but today the Argentina national team enjoys being on top of the world.” The truth is that the successes of La Scaloneta added to the heat have been a good equation for beers. According to CCU, Schneider was the brand that drove the sales of the e-commerce portfolio. Double the sales of October and triple the sales of the previous year.
Finally, we will agree that we are living a splendid World Cup and that it leaves great lessons that go far beyond the sport. Success is the consequence of an infinite construction that can only be achieved by everyone, with work, respect and time. Things always need magic but they are not magic. Congratulations team, congratulations Argentina.
Source: Clarin
