Cucapá

Cucapá Capital

Experience

Mexico City

2017

Creativity, Experiential, PR

Context

Don't tell anyone

Cucapá is a craft beer from Baja California that has gradually gained favor with beer enthusiasts across the country, establishing its presence through bold initiatives. In 2017, Cucapá sponsored the nation’s most significant music festival, which prominently features another beer brand: Corona. How could Cucapá make its mark?

Objective

To create an impactful and memorable experience that would generate as much buzz as possible around Cucapá. To establish a place within Corona Capital—the event where everyone is—that everyone would want to be.

Challenge

How could Cucapá, a beer brand (yes, another beer), stand out at Corona's most important event of the year?

The Idea

We decided to do something with the worst part of a festival. That place nobody wants to go to, and where everyone prefers to spend as little time as possible: the portable toilets.

We converted them into a speakeasy: if you discovered it, you could enter, but you couldn’t tell anyone. The rule wasn’t respected, and it became an open secret; the rumor spread throughout the two days of the festival, and we ended up with over 5,500 people in our bar. We turned a secret into the best beer experience… at another beer’s festival.

Cucapá Capital