Imperial

The Background

Imperial, Costa Rica’s leading beer, captures the essence of Pura Vida and the nation’s identity. After a soft launch in the U.S., the brand is now preparing for a broader retail expansion.

THE ASK: Develop a campaign that drives awareness, trial, and cultural connection through it’s Pura Vida philosophy.

Project Timeline: 4 Weeks

Role: Strategist

Strategy: Maria Eaton and Paola Mendoza | Copywriting: Sophia Tavarez

THE CHALLENGE

THE CHALLENGE

Two people clink bottles of Imperial beer at the beach during sunset

Imperial faces a market where beer isn’t just a drink—it’s a statement. With craft brews, hard seltzers, and hyper-curated experiences flooding the space, every choice feels like a reflection of identity. But in a world exhausted by over-curation, there’s an opportunity to champion ease and authenticity. The challenge is breaking through the noise, rejecting the pressure of self-curation, and positioning Imperial as the beer that lets people enjoy the moment—without overthinking.

OUR AUDIENCE

Through in-depth interviews, surveys, and social listening, we determined that we were not talking to fancy craft beer drinkers or beer nerds. We're talking to the masses.

The chillseekers are casual drinkers who enjoy beer but don’t want to overthink it. They go to bars, breweries, house parties, or casual social gatherings. They’re big on experiences but not on performative social media habits. They care more about how something feels than how it looks online. They value authenticity and simplicity.

  • Females or males in their late 20s to early 40s who are socially active drinkers with demanding jobs and disposable income.

PAIN POINTS

Comparison infographic showing 88% and 65% with photos of people using smartphones, and the caption 'Compare themselves to images on social media.'

INSIGHT

Even life’s most effortless moments now feel like they have to signal something to the world.

strategy

Break free from performance.

MANIFESTO

A yellow background with a beer bottle and a glass of beer on the right side. Text on the left side reads 'NO PLANS? NO PROBLEM.' in black and red. Bottom right corner has a black eagle logo with the word 'Imperial' and a tagline 'REAL MOMENTS. REAL BEER. PURA VIDA' in red.

KEY VISUAL

OOH

A digital sign outside a modern building promoting Imperial beer with the message, "You've waved at someone who wasn't waving at you. Play it off with a sip." The sign features bottles of Imperial beer and a background of a cozy indoor scene with a couch and bookshelves.
Billboard advertisement for Imperial beer with a city skyline in the background. The billboard displays a message about happy hour, featuring a group of people smiling and four bottles of Imperial beer.
An airport advertisement display showing a person looking at their phone with a sunset and palm trees in the background, promoting beer with the text 'For when you've looked for your phone... while holding your phone.' and an image of six bottles of Imperial beer.

IG REEL MOMENTS

EVENTS

A presentation slide titled 'Creating Real Moments with Imperial at Smorgasburg' featuring a yellow background with black text on the left. The right side shows photos of an outdoor food festival with tents, people, and a city skyline in the background, including two men smiling and holding pineapples.
A presentation slide titled 'Real Moments Happening at Supper Clubs' with bullet points about storytelling through immersive experience, including intimate engagement, social media amplification, chef and mixologist collaborations, and strategic market testing. The slide is accompanied by two photos: one of a group of people toasting with drinks across a table indoors, and another of a group dining outdoors at night, also raising glasses for a toast.