The "Good made better" campaign for Cusqueña, launched in Peru in early 2017, centers on elevating the brand’s promise of quality and cultural authenticity. By positioning Cusqueña as Peru’s emblematic beer, the campaign suggests a refinement of something already valued—transforming the familiar into something superior. This brand proposition emphasizes both tradition and enhancement, implying that Cusqueña not only represents Peruvian heritage but also improves upon it, aligning the product with national pride and elevated standards.
Strategically, the campaign leverages a narrative approach to showcase Peru’s uniqueness in its various dimensions, using visually rich storytelling to deepen the emotional connection with the local audience. This creative angle taps into a sense of place and identity, resonating with consumers who appreciate cultural authenticity and craftsmanship. The use of a beautifully shot film format reinforces the premium nature of the brand, distinguishing Cusqueña within the competitive alcoholic drinks category. By focusing on the cultural and sensory experience of the beer, the campaign aims to engage consumers who seek both quality and a meaningful connection to their heritage in their beverage choices. The modest engagement metrics suggest a niche but focused appeal, targeted at discerning drinkers within the Peruvian market who value tradition elevated by refinement.
FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity.
The campaign "Good made better" for Cusqueña centers on highlighting Peru’s uniqueness and positions Cusqueña as its emblematic, most famous beer, suggesting the brand’s origin and distinctive cultural roots are integral to its value proposition. There is no direct problem-solution framework, testimonial, or competitive comparison; the focus is on national uniqueness and the beer's emblematic status. This closely aligns with the Unique Personality Property format, where the brand’s unique identity—its Peruvian heritage—is the primary communication device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Pilsen Callao – Positioned as a heritage brand deeply rooted in Peruvian culture, Pilsen Callao leverages its historical significance and nostalgic appeal. It emphasizes tradition, local pride, and authenticity, targeting consumers seeking a classic and trusted beer experience.
2. Cristal – Marketed as a crisp, refreshing lager, Cristal focuses on mass appeal through high visibility and broad availability. Its strategy centers on being the go-to everyday beer for social gatherings, blending quality with accessibility to dominate the mainstream market segment.
3. Arequipeña – Differentiates itself by emphasizing premium quality and regional pride from the Arequipa region. The brand combines modern brewing techniques with a local identity narrative, appealing to consumers who value craftsmanship alongside Peruvian heritage.
4. Cusqueña’s main other varieties (like Cusqueña Dorada) – While part of the broader Cusqueña portfolio, these variants differentiate through diversification of taste profiles—such as offering premium, dark, or specialty brews—targeting more refined beer drinkers interested in unique, higher-end experiences.
5. Barbarian – Positioned as a craft beer pioneer in Peru, Barbarian attracts younger, urban consumers by focusing on innovation, bold flavors, and artisanal brewing methods. It appeals to trend-conscious drinkers seeking alternatives to mainstream lagers with a modern, rebellious image.
Q: What is Good made better about?
A: Good made better is a film campaign launched in Peru in 2017 for the beer brand Cusqueña, created by McCann Lima. The campaign centers on a visually rich television commercial that highlights Peru’s diverse landscapes, traditions, and cultural heritage, positioning Cusqueña as an emblem of national pride and authenticity. By leveraging evocative cinematography and immersive storytelling, the campaign seeks to reinforce Cusqueña’s deep connection to its Peruvian roots, elevating the brand beyond a beverage to a symbol of cultural excellence. The content is delivered in English, targeting both local consumers and international audiences interested in authentic Peruvian experiences.
Q: What creative device does Good made better use?
A: Good made better employs the Unique Personality Property format, as classified by Clapboard’s 12-format taxonomy (FORMAT#11). This creative device centers on highlighting a unique feature or origin—in this case, Cusqueña’s Peruvian heritage and emblematic status. The campaign’s narrative and visual storytelling focus on the brand’s distinctive identity, using Peru’s cultural and natural richness as a backdrop to reinforce Cusqueña’s authenticity. By foregrounding the beer’s roots and symbolic value, the campaign differentiates Cusqueña within the alcoholic drinks market through a compelling sense of place and tradition.
Q: What is the campaign proposition for Good made better?
A: The campaign proposition for Good made better is to elevate Cusqueña’s promise of quality and cultural authenticity by positioning it as Peru’s emblematic beer. The strategic message targets consumers who value tradition and refinement, suggesting that Cusqueña transforms something already appreciated into something superior through genuine craftsmanship. By aligning the brand with national pride and the richness of Peruvian heritage, the campaign aims to deepen emotional resonance and foster brand loyalty. This approach is particularly relevant in the food and drink category, where authenticity and quality are key differentiators for discerning consumers.
Q: How does Good made better rank in Clapboard's archive?
A: Good made better holds a Clapboard Campaign Score of 60/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Cusquena's category?
A: In the Peruvian beer market, Cusqueña competes with several prominent brands. Pilsen Callao leverages its deep-rooted heritage and nostalgic appeal to attract consumers seeking tradition and authenticity, while Cristal dominates mainstream segments with its accessible, refreshing lager positioned for everyday social occasions. Arequipeña emphasizes premium quality and regional pride from Arequipa, appealing to those who value both craftsmanship and local identity. Within its own portfolio, Cusqueña’s other varieties offer diversified taste profiles for more refined palates. Barbarian, meanwhile, targets younger, urban drinkers with its innovative, craft-focused approach and bold, artisanal image.
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