Pilsen's Revival: Reclaiming Medellín's Legacy
Agency
Brand
Platforms
None
Industries
Pilsen, an AB InBev-owned heritage brand, partnered with Monks to revitalize Medellín's reputation after decades of infamy linked to the drug trade. The campaign leveraged social media and local tastemakers to counter negative media portrayals, including a 1989 Rolling Stone article. By highlighting Medellín's cultural assets and distorting its association with crime, the campaign successfully repositioned the city as a beacon of progress. The initiative not only restored public trust but also amplified the brand's global presence, demonstrating the power of strategic storytelling and community engagement. The campaign's success underscored the importance of aligning brand heritage with contemporary values to rebuild a city's legacy.
View the full case on the agency site
Original write-up, full visuals, full context.
Published around:
November 20, 2024
?
Added to Agency Inside:
March 23, 2026
