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Cristal recognized with Gold Effie Award

26 May 2009

Cerveza Cristal and Agencia Causa teams received the prize

Lima, May 26th, 2009.  Cerveza Cristal, the leading brand in the Backus portfolio, was recognized with the Gold Effie Award, thanks to the strategy and creative implementation of its  Héroes de la Unión campaign.

This campaign, which has been in place for 15 months, was developed with the objective of increasing brand loyalty among consumers, increasing the preference for Cristal beer in regions where it has been less popular, boosting the perceived value of the brand, and strengthening ties with youth.

Héroes de la Unión was born from this communication strategy.  The campaign presents a variety of characters based on typical members of a Peruvian group of friends, taking into account main characteristics and personality types.  The characters are inspired by Cristal consumers, which has given life to characters such as El Chancha, El Pilas, El Pelotero, El Causita, Los Hinchas and the brand new Chacota.

This campaign has allowed Cristal to establish the characteristics of the brand and to increase the company's market share.  It has also served to generate a closer link with its consumers, who identify with characters in the campaign.

"Without a doubt, this is a reason for us to feel proud of our brand, Cristal, and to confirm that we are working toward the goal of our goal of strengthening our brand portfolio and ensuring the sustainability of the business," remarked Luís Ibáñez, Director of the Cristal Brand.

In Peru, the Effie Awards are organized by Apoyo Opinión y Mercado, which operates under license of the American Marketing Association.

About Cerveza Cristal

Cerveza Cristal is the leading brand in the Peruvian beer market, with sales of approximately 4.5 million hectolitres per year.  That is the equivalent of about 60 million boxes of beer, or almost 720 million bottles (of 650 ml), per year.  Cerveza Cristal is the most beloved Peruvian beer since 1922, with body and flavour made to the taste of Peruvians: Cristal is the beer that bring us together.

For more information:
Cecilia Quevedo/Dora Vallejos
External Relationships of Backus
311 3000
Samuel Saiz/ Carlos Solari
Llorente & Cuenca

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