Staying at the top
Since 2001 consumer tastes in Venezuela had begun to shift toward a preference for lighter-tasting beer. As a result, Cervecería Polar, the market leader, made the decision to diversify its portfolio to meet the new needs of its target audience.
Over the years MBLM has worked with Cervecería Polar to help align its branding with its business goal. We began with a rigorous exploration of creative concepts to give personality to the Pilsner beer, the company’s long-established brand, and to separate the image of the brewery from this flagship product. During this process MBLM identified and validated the core brand equities, including the name and the polar bear icon that would play a critical endorsement role for the expanding portfolio. Based on this strategy, we developed a series of unique and differentiated brand positionings and identities for a wide range of beer products with the endorsement of Cervecería Polar, including Maltín, Maltín Light, Polar Light, Solera, Solera Light, Zero and many special-edition beers. Today, Polar continues to lead the way in the beer and malt business.
With a solid masterbrand, Cervecería Polar continues be a market leader and connects with its audience through a robust portfolio of leading products.