Following a strategic and creative pitch, Merci Advertising has won the Imperial beer account from CCU.
“The challenge is huge,” says Cristian Reatti, CCO at Merci. “Repositioning Imperial means redefining a brand that consumers deeply love and trust. It’s all about finding that sweet spot: bringing a fresh, high-value perspective while staying true to the brand’s identity and rich heritage.”
“It’s an intensely competitive space dominated by industry giants. Our strategic direction aligned perfectly with what the client envisioned for their brand. We clicked from second one with an amazing, highly professional team,” adds Gonzalo Fassón from Merci.
Imperial is a flagship brand in CCU’s portfolio, alongside major names like Heineken, Schneider, Salta, Santa Fe, Norte, and top cider brands like Real and 1888.
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