Delivering those creative solutions successfully, however, makes for a more complicated conversation. At the heart of the challenge lies a conversation around when to play fast and when to take it slow.
An investment in helping farmers in China grow better quality limes so that consumers can better enjoy their Corona experience certainly wasn’t going to deliver any sales upside in the first quarter of execution. In fact, it took three years to land the first branded lime in retail. But the 29% increase in sales that followed and the sustainability of building an ecosystem solution that also benefits communities certainly proved how a long-term perspective can deliver long term success.
Watch the Corona Extra Lime case study:
In sharp contrast, the very same AB InBev had to pivot to change a World Cup campaign in the making for more than two years in a matter of days, when Qatar announced that alcohol sales would be banned at stadiums, including the beer provided by FIFA’s official beer sponsor for the past 30 years. Proof that the ability to craft, plan and deeply consider is only valuable if you’re prepared and equipped to change it all overnight.
Watch the Budweiser Bring Home The Bud case study: