"Peru is geographically a divided country, this was reflected in the market share of the 3 major beer brands, with each brand dominating a specific territory. The brands had overlapping positionings and little to differentiate the product characteristics. In 2005 a competitor, Brahma, entered the market and took quickly market share, largely through pricing. Cristal had lost it's market leadership.
To regain leadership a full brand renovation programme was initiated. The Brand Union team visited the market, undertaking an immersion trip to get to grips with the brand at the point of sale and consumption. This inspired creative development around the brand bright idea 'The beer of the Peruvian people'."