Perception of the campaign “Tómate la vida y abona por ella" of the Latin Pale Craft Beer brand, among consumers between 25 and 37 years old, inhabitants of the city of Bogotá

Abstract

This article presents the results of a research that analyzes the sustainability campaign developed by Latin Pale Craft Beer through a social marketing strategy; the initiative seeks to promote its craft beer in an innovative way, committing to responsible consumption and an ecological cause. The brand addresses the social impact and organic waste generated by the production of craft beer, committing to turn that waste into fertilizer for its next production, thus supporting local farmers by focusing on a cyclical production that returns organic waste as fertilizer to new crops, focusing the strategy on social responsibility and environmental protection. Although some focus group participants were not familiar with the brand, they were willing to consider it as an alcoholic beverage option. The campaign stands out for the clarity of its visual and auditory tools, designed to convey the message of sustainable social responsibility. The results of the research on the "Tómate la vida y abona por ella" campaign reflect a mostly positive perception among focus group participants, with predominantly favorable terms and genuine interest in trying the products. These findings support the effectiveness of the campaign in expanding the customer base and strengthening the brand's position, emphasizing its commitment to life, quality and social responsibility, the following pages of this article detail the results of the research on perceptions of the campaign