Imagine with Petacos
Creative Strategy
Written Explanation
Why is this work relevant for Creative Strategy?
We discovered that the economy of corner shops in Colombia largely depends on their ability to attract customers and make them stay longer. However, the vast majority do not have attractive furnishings to do it.
Poker beer revolutionized corner shops by repurposing THE PETACO, a standard beer transport item that often accumulated in heaps at each shop. We integrated it into a fully functional design system with which Shopkeepers can now create any furniture they want, turning their corner shops into social hubs, which boosted our sales volume by up to 30%.
A cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
Corner shops are an essential part of the Colombian economy. It's estimated that there are more than 500,000 throughout the country, responsible for 52% of the sales of everything that is consumed nationally. They are important not just for what they represent in neighborhood dynamics but also for all the families that depend on their economy. According to research, only 4% of them have the resources to equip their store with the necessary furniture for customers to stay longer and thus consume more.
That's why Poker, one of the leading beer brands, used a resource that was already there: the PETACO, an essential object for beer distribution in Colombia where the most common consumption method is in returnable bottles.
Background
• Situation
• Brief
• Objectives
Poker beer thrives in corner shops, comprising 65% of the distribution. Traditionally, we've furnished them with branded materials and standard furniture for effective visibility. However, the necessity of branding has intensified due to the rise of discount shops and craft beer bars in neighborhoods, impacting this channel significantly.
Our challenge was revitalizing corner shops by enhancing functionality and enjoyability to prolong customer stays and increase their average ticket.
Yet, equipping over 500,000 stores nationwide with branded furniture is unattainable.
So, we opted to utilize something that has always been there: PETACOS, regular beer boxes that we transformed into a functional design system.
Shopkeepers access it through BEES, our B2B digital platform where they earn and redeem points for beer purchases.
Our objectives:
10% of stores transformed into social hubs with the same budget.
30% increase in branded furniture units.
15% increase in beer orders.
25% reduction in furniture expenses.
Interpretation
Understanding the brand’s challenge/objective:
• The business challenge the brand was facing
• Interpretation of the client needs and brand values
• Industry/target market
• The desired outcome
As mentioned before, there are more than 500,000 corner shops in Colombia. For a local brand to comprehensively support all of them is totally unaffordable. Even a modest gift per store would require an immense investment. Thus, our challenge became clear: How could we assist these shopkeepers in improving their businesses while also ingraining our brand in their hearts?
Recognizing the pivotal role of shopkeepers as product advocates for consumers, we discovered that 96% of stores lack the resources to transform their spaces into inviting environments for customers to linger, ultimately leading to increased sales.
Our goal was to come up with a creative solution to positively impact shopkeepers’ businesses with no huge investments, and even creating savings.
Insight/Breakthrough Thinking
T the creative use of research, data or resources that lead to an original and compelling strategy:
• Outline the strategic process used to tackle the problem
• How did we arrive at the insight? Details here could include research, workshops, collaboration, data, audience / consumer / culture, etc.
• Internal/external challenges faced and how they were overcome
• The breakthrough moment
Our creative approach to the business challenge lies in the metamorphosis of PETACOS, the plastic containers through which we distribute beer nationwide, into versatile furniture pieces tailored to the size of neighborhood stores, transforming them into vibrant entertainment spaces.
To achieve this, we conducted pilot tests in collaboration with selected local stores, implementing various furniture designs using PETACOS and putting them to the test with groups of friends who came to enjoy a beer.
Turning a mere distribution object into part of a fully modular design system able to create furniture for any space that beckons for play, encourages sharing a beer, and enables customers to linger longer in the store is undeniably a creative and innovative solution.
Igniting the imagination of shopkeepers and empowering them to construct objects that best suit their store, basically, we decided to give a second use to something that was otherwise accumulated at the stores.
Creative Idea
• The creative strategy directly influenced the creative execution
Inspired by a fully modular design system, IMAGINE WITH PETACOS sparked the creativity of shopkeepers to transform beer boxes into functional furniture that adapts to any space.
From tables and chairs of various sizes to entertainment areas like scenarios and DJ sets, games for friends such as billiards, foosball, and even basketball courts, we turned stores into entertainment hubs, enticing friends to stay longer at stores.
The process of acquiring the elements needed to transform the PETACO into this functional furniture is straightforward. Shopkeepers access BEES, our B2B platform, where they purchase products, accumulate points, and redeem them for benefits. They can browse available items and assembly tutorials. They select what they like and exchange it for points. If they don't have enough points, it's simple: they purchase more beer (which comes with more PETACOS) and thus transform their regular spaces into entertainment hubs for their consumers.
Outcome/Results
The impact your creative strategy had on the client:
• Business impact
• Change in behaviour or consumer awareness/value added to the brand
• Brand perception
• Achievement against the original challenge/client satisfaction.
• The impact on the industry/culture
Transforming PETACOS into furniture for neighborhood stores has had a positive impact on business results. Increasing shopkeepers' income by 15% and the frequency consumers’ visits.
Furthermore, the improvement in customer experience has led to an increase in both the duration of visits and beer consumption in the stores.
The initiative has successfully achieved its original goal of transforming neighborhood stores into attractive and sustainable entertainment spaces, allowing us to achieve the following results according to the established objectives:
Now, we can transform +15% of corner stores into social hubs nationwide with the same budget.
+46% increase in branded furniture units reusing PETACOS instead of producing regular furniture.
+30% sales volume increase, which represents that the more Poker beer shopkeepers buy, the more furniture they can create.
+32% savings on furniture for corner shops, helping shopkeepers one PETACO at a time.
Specific target:
In Colombia, 82% of our beer volume originates from bottle distribution, reflecting the preference of our consumers for this presentation. Consequently, the PETACO plays a vital role in its distribution, distinguishing Colombia from other markets where cans dominate. This underscores the relevance of our idea in Colombia, as PETACOS remains integral to corner shops, venues that serve as socializing and entertainment spaces for people.
Social behavior:
People in stores, when they didn't have seating space, used PETACOS as chairs, but this didn't solve the issue of the store being a social space, as not everyone enjoys it, and moreover, neighborhoods are filling up with small bars that can enhance the experience. Through this idea, we not only create chairs but an entire modular and functional system that uses PETACOS as a base, yet creates numerous elements, both functional (chairs and tables) and elements of fun, entertainment, and leisure, thus encouraging consumers to return to neighborhood stores, seeing them as social spaces where they can spend time, consume not just beer but all kind of products available on the corner shops.
Available for purchase?
Absolutely! However, this exclusive design system isn't accessible through conventional currency. It's a unique offering available solely through BEES, our business-to-business platform. Here, shopkeepers earn points with every beer purchase, which they can later redeem for meticulously crafted furniture from our portfolio. Picture this: the more beer they procure, the greater their points stack up, unlocking boundless possibilities to furnish their spaces with style and sophistication.
Context Design:
Corner shops are an essential part of the Colombian economy. It's estimated that there are more than 500,000 throughout the country, responsible for 52% of the sales of everything that is consumed nationally. They are important not just for what they represent in neighborhood dynamics but also for all the families that depend on their economy.
According to research, only 4% of them have the resources to equip their stores with the necessary furniture to give customers experiences worth staying longer, having fun, and thus consuming more.
That's why Poker, one of the leading beer brands, used a resource that was already there: the PETACO, an essential object for beer distribution in Colombia where the most common consumption method is in returnable bottles.
We've revolutionized the ordinary beer box stacked in stores – let's face it, it's not always the most aesthetically pleasing – and elevated it into a dynamic, fully modular design system. Each piece has been meticulously crafted to not only enhance functionality within stores but also to exude an unparalleled level of allure and branding. It's a transformation that goes beyond mere furniture; it's a statement of style.
Intro Design:
We discovered that the economy of corner shops in Colombia depends on their ability to attract customers and keep them engaged by offering enjoyable experiences.
However, the vast majority lack attractive furnishings to achieve this.
Poker beer revolutionized corner shops by repurposing THE PETACO, a standard beer transport item that often accumulated in heaps at each shop. We integrated it into a fully functional and crafted design system, allowing shopkeepers to create any desired furniture. This transformed their corner shops into social hubs, offering diverse experiences that boosted both: their business and our sales volume which grew up to 30%.
