AB InBev has chosen Carlos y Darío to handle all the communications for the leading beer brand in the Bolivian market: Paceña. Carlos y Darío will work together with the local agency Oxigena in La Paz.
“This was a very demanding pitch but Carlos y Darío were the clear winners. It was very important to us that they were willing to work with the Bolivian creative team so that talent from the country can add its vision and experience to an iconic brand that is the pride of Bolivia,” said Lucas Turrado, Director of Marketing at Cervecería Boliviana Nacional.
Luis Sanchez Zinny and Carmelo Maselli, the General Creative Directors, added: “Working for Paceña means working for a brand with deep roots among the people, one that is extraordinarily representative of the country and its culture. This is a great opportunity to do really important work.”
Paceña is the true taste of Bolivia. Over the years it has won many prestigious international prizes, making it one of the best beers in the world. Carlos y Darío is an independent, comprehensive regional agency founded in 2014 for the era of media flexibility and saturation. It develops and produces strategies and ideas for every communication format available. The agency has offices in Miami and Buenos Aires.