With this initiative, the brand presents its new target territory and purpose, seeking to create awareness on how to better take advantage of the heterogeneity present in the country.
With the campaign “Let’s make a Perú that pleases us” Inca Kola, together with its agency McCann Lima, launches its new territory and brand purpose, where it invites Peruvians to embrace and value their differences, inspiring and facilitating the power of the collective. In this way, the company intends people to be aware of diversity that today can be better used and valued, developing various initiatives to promote overcoming biases and build the country that its inhabitants dream of.
This is how it summoned artists from different regions of the country who, with special artistic techniques and visions, had to work as a team to create a joint representation of their cities, capturing it in murals located in different geographical areas of the nation.
The interventions were simultaneous and included Jade Rivera from Lima and Adriana Hiromi from Cusco who stamped their talent on a wall in Barranco (Lima); Chalaco Luis Sipión and Brandon Isuiza from Loreto did the same in Iquitos; and Amaro Arbild from Pucallpa and Rosita Charaja from Arequipa who worked in Arequipa region.
Christian Caldwell, Chief Creative Officer of the agency said that “Inca Kola has begun to work in a new brand territory defined as ‘the power of the collective’, carrying a meaningful message that encourages each person to take actions in their every day that build a country, Perú, that pleases us all. But what excites us the most is that the brand is not only giving its point of view, but also taking great actions to promote this change and each one of them hand in hand with people. This is what has started to generate positive and change-filled conversations.”
Another of the actions carried out to strengthen the decentralization of Inca Kola’s social networks was to invite young creatives from all over Peru to conceive the content of each of their regions as only they could.
With this action, the aim was to bring to the fore all those particular details of each area and city that do not reach enough prominence in the communication of brands in general, so that everyone can learn more about those places and value what makes them different to the inhabitants of Perú.