Title	SUPER DOC
Brand	SUPER BOCK
Product/Service	SUPER DOC
Category	G07. Corporate Purpose & Social Responsibility
Entrant	O ESCRITORIO Lisbon, PORTUGAL
Idea Creation	O ESCRITORIO Lisbon, PORTUGAL
PR	LPM COMUNICACAO Lisbon, PORTUGAL
Production	MINISTERIO DOS FILMES Lisbon, PORTUGAL

Name	Company	Position
Nuno Jerónimo	o escritório	Creative Director
Sérgio Gomes	o escritório	Creative Director
Tiago Mendes	o escritório	Partner
Francisco Peres	o escritório	Copywriter
Gilberto Barros	o escritório	Art Director
Rodrigo Maciel	o escritório	Art Director

Why is this work relevant for Brand Experience & Activation?

This case shows how a local beer helped its community during the pandemic. Instead of writing manifestos, Portuguese leading beer Super Bock took its social dimension one step further and decided to actually do something. In association with Levira distillery, all the alcohol extracted to produce Super Bock's alcohol-free beer was used to produce and donate more than 50,000 liters of hand sanitizer to hospitals. Then, in a tribute to all healthcare professionals, Super Bock Free changed its name to Super Doc. As media coverage grew, Super Bock was recognized as one of the most relevant brands supporting the country.

Background

In March 2020, Portugal went into lockdown. According to research, 65% of consumers stated that the performance of brands in the crisis would have a major impact on their future purchase choices, 89% expected brands to produce something useful during this phase. Most brands seemed to ignore what consumers asked for. They all said the same and few contributed with significant gestures. From a business perspective, the pandemic was brutal for the sector. It led to the closure of the Horeca channel (hotels, restaurants and cafes), responsible for 70% of volume beer consumption and 80% of the sector's revenues. In the channels that remained open (supermarkets and convenience stores), consumption remained stable, while Super Bock Free (our non-alcoholic beer) fell 10%. We needed agility and creativity to “mitigate”, not only the social impact of the virus, but also our challenging business context.

Describe the creative idea (20% of vote)

In association with another local company, all the alcohol extracted to produce the brand's alcohol-free beer Super Bock Free was used to produce more than 50,000 liters of sanitizer, which was donated to hospitals to help fight the shortness of alcohol nation wide. Then, we took it further. And, in a tribute to all healthcare professionals, the brand's alcohol-free beer was renamed Super Doc.

Describe the strategy (20% of vote)

Super Bock has a history of social responsibility. We knew our clients' expectations were high. Agility and creativity were required to “mitigate” the social impact of the virus as well as our challenging business context. Our major goals were: 1) Social impact (be useful and relevant); 2) Communication and marketing (In a crisis, relevance might increase reputation and Brand Equity). 3) Business (minimize the negative effects of the pandemic). So we laid out the strategy: 1) Do before saying. 2) Tell a unique story (Few know, but Super Bock Free - our non-alcoholic beer - has a unique production system to improve its taste: first the beer is produced, then the alcohol is removed). 3) Focus on Super Bock Free 2) Change the value proposition of non-alcoholic beer (from individual to collective benefit, so that when you buy it you are paying tribute to our healthcare professionals).

Describe the execution (30% of vote)

Step 1 (21/03/2020) Do before saying: In partnership with Levira distillery, in less than a week we reused the alcohol removed during the beer de-alcoholization process and produced hand sanitizer which was donated to hospitals across the country. This initiative was communicated in our social media accounts and through PR. Step 2 (22/04/2020): To create a collective benefit for the consumption: Aware that healthcare professionals had been tireless during the pandemic, Super Bock Free was rebranded Super Doc in their honor. Due to the pandemic's effects, much of our marketing budget had been frozen. So we had only 27,000 euros to promote it. The campaign was launched on May 6 and was present in 3 of the main networks of national publishers and on Super Bock's social media accounts (FB, IG and YT). We offered over 5000 Super Doc bottles to healthcare professionals across the country.

List the results (30% of vote)

To date, the brand has donated more than 50,000 liters of sanitizer, helping more than 20 hospitals and 60,000 health professionals across the country. The content that communicated the initiative was the most effective on social media in the past two years. The initiative impacted 4 million people on social networks, breaking all records of interaction. Super Bock was recognized as one of the most relevant brands in supporting the country. The campaign's recall was among the 5 highest in the country, even without any TV airing and with a modest investment, with an estimated media return of 714,000 euros. The brand reached historic levels of Brand Equity and was highlighted in national and international media. Super Bock reinforced its leadership in the alcohol-free segment, increasing its market share by 3%.

Please tell us how the brand purpose inspired the work

Super Bock's core communication platform is togetherness. Super Bock is about hanging out with friends, having shared experiences, keeping in touch, enjoying the community. But under the country's current crisis, it was time to promote and inspire the community's safety. And so drinking Super Bock Free meant contributing to help the Portuguese and honor the true heroes in this crisis.