This is what is going on today

But this is what we want

Everybody has habits

And beer is a hard one to give up

Why?

Let’s see it this way

$$

Markets ASSESSMENT

Guatemala

Consumer behaviour:

Buckets of beers in bars (6 units per bucket).

XL Rum, Vodka, Botrán in discos.

Time to party:

Young people: 10 pm to 2 amAdults: 9 pm to 11 pm

Party Days:

Target A: Tuesday, Wednesday and Thursday.

Target B: Thursday, Friday, Saturday. Adults: Tuesday, Wednesday and

Thursday.

Prefered drinks:

-Young people: XL RUM, beer, Jagermesiter

-Adults: Whisky, Rum, beer

Top Beers:

Gallo, Brahva, Cabro

Costa Rica

Consumer Behaviour:

Same type of drink during the whole night (beer or spirits) but usually

switching drinks in celebrations or reunions (beer + tequila)

Time to party:

18 to 30´s: 9 pm to 3 pm30´s to 50´s: 8 pm 12 md

Party Days:

Young people: Every day of the week

Adults: Thursday, Friday, Saturday

Prefered drinks:

-Young people: Beer, local liquor, JagermeISTer, Smirnoff Ice.

-Adults: Beer, Whisky, Rum or Vodka.

Top beers:

Imperial, Pilsen, Rock Ice, Bavaria, Heineken, Corona.

Puerto Rico

Consumer Behaviour:

Beer is the first choice, followed by rum, whisky and vodka.

Time to party:

From 11 pm to 3 or 4 am.

Top beers:

Coors, Medalla, Corona, Heineken Budweiser

Party Days:

Thursday, Friday, Saturday

Trinidad & Tobago

Consumer Behaviour:

Beer for the whole night usually but sometimes just for starters

followed by stronger drinks like rum or vodka with water or red

bull.

Time to party:

From 11 pm to 3 or 4 am.

Party Days:

Friday and Saturday

Dominican Republic

Consumer Behaviour:

Presidente or Presidente light after work, followed by whisky.

Johnnie Walker Black Label and Chivas Regal are the regular choice in whisky. Grey Goose, Stolichnaya, Absolut and Velvedere for Vodka.

Time to party:

From 9 pm to 1 am during the week, from 11:30 to 3 am during weekends.

Party Days:

From Thursday to Sunday

Prefered drink:

Whisky

PanamA

Consumer Behaviour:

Beer for starters followed by Seco Herrerano, Ron Abuelo, Absolut,

Finlandia or Smirnoff.

Time to party:

9 pm to 2 am.

Party Days:

Thursday, Friday and Saturday

Prefered drinks:

Seco Herrerano, Ron Abuelo.

Top beers:

Atlas, Panama, Balboa, Miller, Heineken and Budweiser.

What’s our business solution?

Business Model

WEB

Off trade

Self Activations

On trade

So, let’s recap

From ToSo, this is what we need to do

+ + +Consumer behaviour

+MARKETSASSESSMENT

And this is the powerful idea behind the platform

Many habits come from convenience

That’s why people CHOOSE beer

So, convenience is what everybody does

But, guess what...

No one likes to be just ordinary

(VIDEO)

We’re going to start a movement

We’re going to plant an idea on people’s mind

Let’s say, that’s our INCEPTIONAnd if we are serious about changing people’s habitsWe need more than just a BTL platform to achieve our goal

And this is how we’ll do it

Remember this?

1. ON TRADE

anti-common activationoutlet disruption - main flow

Touch & Go

Full activation Total Staff: 9 talent, producer and DJ

Medium activationTotal Staff: 6 talent,

producer and DJ

Implementation model

Scenario 1 • 3 Months: 3 party nights per week108 activations per country648 activations total

Scenario 2 • 3 Months: 4 party nights per week144 activations per country864 activations total

Basic activation

*PARTY NIGHT: 3 activations per night

Total Staff: 4 talent, producer and DJ

Self activation No staff

BRANDS

ANTI-COMMONSAMPLING

SUPPORTINGMATERIALS

Table top

BRAND ID MEnuMAN

Coasters napkinGlasses

Anti-common manifestO

ADDITIONALACTIVATIONS

Second month Third month

ServedANTI-COMMONSAMPLING

Served

SUPPORTINGMATERIALS

Table top

BRAND ID MEnuMan

Coasters napkinGLASSES

Anti-common manifest0

ADDITIONALACTIVATIONS

Second month Third month

Activation reference

ANTI-COMMONSAMPLING

Served

2. Self Activations

We dare you to drive a Lamborghini in Las Vegas!

Be a SPEAKER of the Anti-Common Movement with your coworkers. Become an Anti-Common Team and you’ll have the chance of winning lots of prices, including a trip to Las Vegas to test any Lanborghini you want.

You have to sell as many bottles you can, save the caps and change them for Anti-Common Coins. After 3 months you can change your Anti-Common Coins for group or individual prices.

Glasses

Notebook

Coasters

napkin

PIGGY BANK

3. Off trade

Invite consumers to live new and unforgettable drink experiences.

BRANDS

End caps

SHELF

ISLE

Packs

KEY VISUAL

End caps

SHELF

ISLE

Packs

KEY VISUAL

KEY VISUALBLACK LABEL

4. Digital

Anti-CommonShare the Anti-Common philosophy

Stage 1Increase awareness through

different and interesting content that explains our philosophy.

Promote awareness and consideration of our brands.

Stage 2

Reinforce consideration and trial of our brands.

Promote people sharing the Anti-Common content, as an

active part of the movement.

Stage 3

Get to be part of the consumer’s repertoire of drinks, having them live an Anti-Common experience.

Spread the Anti-Common movement through street art,

fashion, music, etc.

Stage 1Anti-Common

Anti-Common contentVideosPhotosComments

Fan page

Fan page app

Fan page app

Fan page app

Fan page app

Fan page app

Fan page app

Fan page app

MobilE /Fan page app

MobilE /Fan page app

MobilE /Fan page app

MobilE /Fan page app

WEB BANNERS. A

WEB BANNERS. A

WEB BANNERS. B

WEB BANNERS. B

WEB BANNERS. B

BIG PICTURE

Beacause you are not a robot

On trade Off trade WEbAnti-common night

Anti-common ChalleNgeAnti-common EVENTS (Example: anti-common halloween)

Anti-common EXPERIENCE

Anti-common MOVEMENT

Long Term View Strategy