DDB Colombia Turns Neighbourhood Stores into Social Hubs Using Petacos

Poker, the beer of friendship, is implementing an innovative initiative to support one big group of friends, shopkeepers, by transforming neighbourhood stores into entertainment spaces.

According to recent data, there are more than 500,000 neighbourhood stores in Colombia. And when these stores create spaces for friends to gather, their sales can increase by up to 15%.

But there's a problem: only 4% of shopkeepers have the necessary resources to acquire furniture that allows the creation of entertainment spaces in their stores.

However, most of them have Poker beer PETACOS, which are essential for beer distribution in Colombia, since the primary consumption here is of returnable bottles.

That's how "Imagine it with Petacos" was born, a modular design system that uses PETACOS to create functional furniture adaptable to any space.

Shopkeepers are able to obtain additional pieces to build tables, foosball tables, bars, chairs, pool tables, and much more through BEES, ABInBev’s digital B2B platform, where they accumulate points and redeem them for more furniture.

"Imagine it with Petacos" has changed the appearance of neighbourhood stores, turning them into entertainment spaces that attract more customers, increasing sales.