Cheers without the Beer
In 2020, a year marked with liquor bans and lockdowns, San Miguel Corporation launched San Mig Free, its first non-alcoholic beer to be sold in the Philippine market. Whether a person looking to cleanse in the middle of the week, or a friend just getting by at an online drinking session, San Mig Free promises the great taste of beer without the hang-ups of alcohol.
Pwede na!
Long hangouts, midday and early morning beer refreshment, red cheeks nowhere in sight? Varsity tells you that with San Mig Free lahat niyan, pwede na.
Varsity’s “Pwede Na!” campaign works with the notion of “you can have both.” Varsity Co-op crafted San Mig Free’s key visuals to emphasize the drink’s promise of no more compromises. A splashy ampersand that utilizes the golden color of beer and its frothy top brings together two otherwise incompatible circumstances.
We tap into the brand’s intended broad target market by zeroing on circumstances where beer cannot typically be enjoyed. The Pwede Na campaign shows images of morning routines and in-meeting situations letting viewers know that they can enjoy the taste of beer anytime and anywhere.
Gusto mo no?
The promise of zero alcohol with 100% beer taste is one that appeals to many, though to a seemingly reluctant public. We pushed for the idea that, there’s no need to be ashamed of wanting more from your beer, even if that want is to do away with alcohol content and to instead just enjoy conversations and the great taste of your favorite beer. Varsity Co-op created a radio commercial and TVC campaign entitled “Aminin Mo, Yiiiiieee.”
We played with the idea of being too shy to admit that this non-alcoholic beer is actually something the viewer can enjoy when they’re not being pressured to take in alcohol to fit into the hangout. By showing a relaxed and encouraging atmosphere, San Mig Free was positioned as a beer you can be proud of enjoying.
Supplementary social media content was created to further push for this playful idea. Varsity Co-op created materials that poked a little fun, continuing to solidify the notion of San Mig Free being a beer that lets you be fully present, and fully part of the conversation. We created materials that situated the potential drinkers in environments where they would otherwise be excluded if alcohol was involved, whether a night out or a morning ride. The message of inclusion and availability was strongly communicated in all social media materials.