From thought to action: knowledge that drives results

At Inesplorato, we believe that thinking well is an essential step toward doing better. Our mission in every project is to transform knowledge into a competitive advantage, helping businesses make smarter, more strategic decisions.

Ambev, known for its pragmatic, results-driven culture, found our proprietary method—Knowledge Curation—a valuable tool for aligning its brands with the cultural context and maximizing its investments.

How do brand archetypes align with the zeitgeist?

When defining Spaten’s brand archetype, Ambev’s marketing team asked a crucial question: how does this archetype manifest in today’s society?

To address this challenge, we carried out a brand direction project, diving deep into the chosen archetype and connecting it with the cultural transformations of the moment.

• We created a contemporary reinterpretation of the brand’s archetype, aligned with current social and cultural dynamics.
• We developed a practical guide to help advertising agencies consistently activate the brand.
• We identified creative opportunities that added depth and authenticity to the campaigns.
• We mapped brands and personalities that share the same values, creating tangible references for Spaten’s initiatives

The impact? Spaten has become one of the fastest-growing brands in Ambev’s portfolio. In 2024, the company announced a 400% growth since its arrival in Brazil in 2021. While this success is attributed to a series of investments and creative efforts, we’re thrilled to know that our work is at the foundation of building a brand that’s advancing so successfully.

How to optimize investments by identifying key cities in Brazil?

To make more informed decisions in executing brands across Brazil, Ambev needed a strategic perspective on the influence of cities on consumer behavior. The goal was clear: to map the cities with the greatest cultural impact in order to direct investments more efficiently.

• We analyzed data from various sources, including databases from IBGE, Brazil’s national statistics institute, to create a unique map of influence between Brazilian cities.
• We identified often overlooked hubs of influence, revealing strategic opportunities for market expansion.

With this study, Ambev was able to see Brazil in a new light, allowing each brand to connect more deeply and authentically with regional cultures.

“Brazil is a country of continental scale, and national strategies are not always the most effective locally. With the Brazilian Cities study, we were able to map cultural impact and influence to go further. The project was used both for designing corporate strategies and by the regional teams.”

Lia Dutra, leader at Ambev during the project.

How to maximize the impact of brands during the World Cup?

Ambev has a long history of connecting its brands with football. But with the World Cup in Qatar, the challenge was to go beyond the obvious: how could communication investments bring cultural relevance and genuine consumer engagement?

To achieve this, we conducted an in-depth study of brand territories and held a strategic workshop with the teams responsible for the World Cup activation.

• We investigated the meaning and historical evolution of the World Cup, understanding its impact on global culture.
• We mapped the key discussions and controversies surrounding the Qatar World Cup, anticipating challenges and opportunities for Ambev’s brands.
• We analyzed the most effective campaigns from brands in previous editions to extract learnings and strategic insights.
• We identified the key narratives that would set the tone for conversations before, during, and after the event.

As a result of this project, Ambev built a strong strategy for its brands during the World Cup. The impact was clear: according to research from Stilingue, an online brand monitoring company, Budweiser and Brahma were the most mentioned brands throughout the event.