Unplüg Beer is a product firmly based in neuromarketing principles. While it is understood that we aspire to turn brands and products into experiences, I oriented what it depicted, its colors, shapes, etc., and the content it advertised with, with conclusions from multiple neuromarketing studies to make the brand strategy an almost-sure bet. Unplüg Beer gained 10% of the sales-volume of Corona in a year and a half, which was an almost unheard-of accomplishment for an entrepreneurship with a limited budget in an extremely competitive field.
From the base product, I strategized and designed the dive into the non-alcoholic market, with a visual identity that broke visual parameters that were an absolute monotone standard in the non-alcoholic beer world in Chile. With just a wink to the light blue that is common in the segment, it is a far cry from the tradition of the segment by committing to a composition based on the aluminum of the can itself. Producing these cans required the coordination of special printing methods with different providers in Europe.
