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AMBEV - AB InBev
Ambev Musical Brand Experience
2025
SÃO PAULO - BR
Designing music as a strategic asset across Ambev's brand ecosystem. We developed a framework to guide seven brands in building authentic and culturally relevant music experiences. The project combined quantitative and qualitative research, deep cultural investigation, and co-creation workshops to define how each brand could occupy a musical territory with clarity and consistency. This strategic platform now supports the experiential team in making music-based decisions, elevating Ambev’s presence in culture.
• brand experience • research • service design
Consulting: Questtonó Manyone
My role: Project Leader
Problem
Music is a powerful yet fragmented territory across Ambev brands. Each operated in its own rhythm, without shared criteria or strategic coherence. The challenge was to design a unifying framework that could honor brand individuality while unlocking collective potential in the music space.
Process
1) Strategic Framework: we co-created an experiential framework to align marketing goals, platforms, and methodologies across brands, establishing a shared foundation for music-led experiences.
2) Research: we conducted two surveys, one for alcoholic and one for non-alcoholic beverages, to map musical preferences and associations for each brand. We interviewed 25 music lovers and 12 experts (journalists, curators, producers) to deeply understand 9 musical styles and their cultural ecosystems.
3) Strategy: across 7 workshops with brand, experiential, insights, and communication teams, we translated insights into experience journeys, activation models, artist criteria, and brand moods. We delivered a tiered experience model with directions and creative guidelines by genre, all compiled into a dynamic playbook for future activations.
🎸 07 brands aligned under a unified music strategy ￫ Beats, Brahma, Guaraná Antarctica, Budweiser, Corona, Spaten, and Skol
📍 2 surveys with national coverage
🎤 25 music lovers + 12 experts interviewed
🤝 80+ participants across 7 co-creation workshops
📕 1 strategic playbook ￫ for 9 musical styles decoded through cultural investigation
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