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Pilsen Callao Receives 3 DIGI Awards for Its Campaign “No estamos locos, somos patas” (We are not crazy, we are friends)

26 November 2013

- Among the 112 applications presented to the DIGI Awards 2013 from the IAB Perú, the brand was awarded in “Digital Brand of the Year”, “Best landing page” and “Brand awareness and positioning” categories

Lima, November 22nd, 2013 - Pilsen Callao has more than one reason to celebrate. The renowned beer brand from Backus, which has registered an increase in volume, to date, of 17% in comparison to 2012, has been awarded with three DIGI Awards in the “Digital Brand of the Year”, “Better Landing Page” and “Brand Awareness and Positioning” categories for its campaign “No estamos locos, somos patas” (We are not crazy, we are friends).

A recognition of the taste of true friendship

As it is known, “No estamos locos, somos patas” was a campaign designed to celebrate true friendship: when true friends gather together and a special atmosphere is created, where everybody feels absolute trust and confidence. That’s why the campaign was so well accepted by consumers and the public in general, as everybody can identify with this remarkable and fun approach from Pilsen Callao.

The DIGI Awards, awarded by IAB Perú, reward the effectiveness of communication in digital marketing, and they are nowadays a reference in our country. The “Digital brand of the Year” category is a recognition of the brand’s growth, market participation, creativity over time, and results and industrial contributions. The “Best landing page” recognition was awarded because of Pilsen Callao’s online site, which managed to generate the best experience for the user in terms of the content and navigability.

Finally, with the “Brand Awareness and positioning” award, the brand was rewarded for the utilisation of its attributes and using its existent digital tools.

We are more than happy for the three DIGI Awards that we have been awarded. They  are a recognition of all the work carried out by the Pilsen Callao team. The platform of true friendship is extremely powerful for us, because for 150 years we have been bringing friends together and we have accompanied them in the most important moments of their lives. Pilsen Callao is present during the happiest moments and the moments that are not so happy. We are aware of that and we always want to strengthen the brand, and we do so knowing what our consumers want and like,” pointed out Bernardo León, Director of Pilsen Callao brand.

Pilsen Callao will maintain its consumer awareness in order to continue surprising the public while enjoying triumphs and obtaining recognition in celebrating the taste of true friendship.

About Pilsen Callao:

By far the oldest beer in Peru, and one of the longest lived in South America, Pilsen Callao has its origins in 1863, when Federico Bindels partnered with French citizen Aloise Kieffer to brew the first beer in the harbour district of Callao. Almost a century and a half later, it’s still one of the most preferred beers in the Peruvian beer market, fulfilling a single mission: getting true friends together. Pilsen Callao is the flavour of true friendship.

About Backus:

Union of Peruvian Breweries and Johnston is the brewing industry leader in Peru. It has 5 decentralised production plants in Lima (Ate), Arequipa, Cusco, Motupe and Pucallpa, and also has a malt factory and a mineral water plant. It has a well-segmented portfolio of national and international brand that aim to satisfy consumers in more than 180,000 selling points throughout the country.

Backus works with a focus in sustainable development, with the goal of generating shared value with the people that are part of its value chain and the communities in which it operates. That is why all its initiatives and projects aim to generate social inclusion and strategic alliances to favour these efforts and achieve a greater impact in economic, social and environmental terms for the society as a whole.

Para mayor información, comunicarse con:
Cecilia Quevedo
Comunicaciones Externas Backus - 3113000
César Ibargüen
222-9491 Anexo 266
Yohana Medina
222-9491 Anexo 208


This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 

Note, the news release was first published in its local market on November 22nd, 2013.


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