Brand Union Launches 507 Red Lager in LATAM

Brand Union, WPP’s global brand agency, consolidates its relationship with the multinational brewery SABMiller by developing a premium beer for the Latam market. The project involved the creation and activation of a new brand in Panama, which aims to lead the trends of new flavors of beer that are emerging in the country.

The creation of this new premium beer was in charge of the master brewer Galaxis Ardila. The chef Mario Castellon also collaborated in the project. Two Panamanian references who have given their talent to the new brand symbolizing the country's progress.

The brand that gets its name from the 507 number, the prefix with which the country connects to the world. The brand differentiates itself from traditional brewers’ codes, making itself iconic by translating the country code in an identitary way. Typographic logo treatment refers to gestures and strokes used in the maritime sector of the country. The bottle is embossed by plastic representation of the Panama Isthmus created by the renowned Panamanian artist Cisco Merel.

As a fundamental part of the brand and its experience, Brand Union brought his strategic and creative capability to develop experiences associated to the consumer environment, beyond the product one. Because a brand is the result of the experiences lived with it, including the product and the spaces. That’s why beyond the brand, Brand Union created the visual concept which today brings to life the new 507 Red Larger in the point of sale and in the channel.