Duracell - "Dumb"

The latest Tres Cruces campaign reflects the commitment of the iconic local brand to its community

Ogilvy Peru and Tres Cruces beer created an initiative called "El Patrocinador de los más bravos", which shows unconditional support to local heroes, who do not have the necessary resources but move forward and face daily challenges.

Since it arrived in the Peruvian market, Heineken has continued to grow and strengthen its local icon brand. For this reason, this year, Tres Cruces beer has designed a campaign to support Peruvians in different disciplines and collaborate with the growth of its "bravest" people in different areas. 

The initiative will include collaboration with some teams of the district soccer league. Teams that struggle daily to achieve their dream of promotion to the major league, but hardly have the support of brands to achieve their goal. Likewise, to support the development of the local economy, Tres Cruces will carry out activations with retailers that do not have the necessary visibility to promote their businesses. It will also launch activities with small entrepreneurs in Gamarra, to strengthen their local designs. All these initiatives will carry forward throughout the year.

"The idea of "the bravest" strongly represents the values of Tres Cruces. We are very proud to start 2024 by participating in this great challenge. We have an amazing team, with a client with a strong determination for the local and with whom we have devised a long-term proposal. A characteristic of Peruvian society is the strength to face challenges and move forward doing what we are passionate about. Therefore, the driving force of the action is to join those who work daily to achieve their goals, and to transmit the brand's commitment to its people," said Yasu Arakaki, CCO of Ogilvy Peru.

Yulia Elchenko, Marketing Director of Heineken Peru, added: "At Tres Cruces, we promote and take pride in the brave spirit of our people. Therefore, we seek to recognize that effort and generate a positive impact on the community. We are happy to begin this journey together with Ogilvy and under the direction of Gonzalo Vera Tudela and Jorge Carmona. We know that this initiative has just begun, and our commitment is to add more actions throughout the year, such as urban art and emerging fashion, always with the same goal: to encourage 'the bravest' to seek their desires".

To learn more about "the bravest" who do not give up, visit the website losmasbravos.pe.