Good made better - Cusquena | Clapboard Ad Archive
Good made better marks an evocative brand-defining moment for Cusqueña and McCann in Peru’s alcoholic drinks market, weaving together premium production values and cultural storytelling to recast an already respected beer as an icon of national identity and pride. The film’s sweeping, detail-rich cinematography immerses viewers in Peru’s natural majesty and storied heritage, from Andean landscapes to the textures of local craftsmanship, insisting that the origin of Cusqueña is inseparable from the narrative of Peru itself. By foregrounding these elements, the campaign reinforces Cusqueña’s status as the country’s most emblematic beer, sidestepping comparative claims or direct problem-solution narratives to let cultural resonance serve as the core value proposition. Delivered in English and targeting both domestic drinkers who see their traditions reflected onscreen and global audiences seeking the authentic taste of Peru, Good made better relies on a singular, high-quality media asset to deliver an emotional, aspirational message of quality made greater by heritage. The choice to define Cusqueña through its provenance and craft, placing a uniquely Peruvian personality front-and-center, aligns the creative approach with what Clapboard’s taxonomy designates as FORMAT#11 Unique Personality Property: the distinctive origin and cultural identity of the product become not just brand traits but strategic differentiators. As a campaign in the food and drink category, it signals a movement away from functional or benefit-led selling toward brand-building through semiotic richness and emotional storytelling; the high production gloss and immersive narrative structure set Cusqueña apart in a crowded premium beer segment where authenticity is often claimed but rarely substantiated so vividly. With McCann Lima’s creative direction, the campaign’s refined visual language and message discipline allow Cusqueña to assert itself on the world stage as more than a beverage — as a distilled expression of national artistry and pride. The campaign earns 60/100 in Clapboard’s global creative archive. In a category often dominated by generic refreshment tropes, this campaign matters because it demonstrates the enduring power of place, provenance, and cultural confidence in framing a brand’s value proposition.
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