{"id":1447,"date":"2025-08-29T14:27:23","date_gmt":"2025-08-29T14:27:23","guid":{"rendered":"https:\/\/www.premiospym.net\/index.php\/2025\/08\/29\/lanzamiento-de-solera-kolsch\/"},"modified":"2025-08-29T14:27:23","modified_gmt":"2025-08-29T14:27:23","slug":"lanzamiento-de-solera-kolsch","status":"publish","type":"post","link":"https:\/\/www.premiospym.net\/index.php\/2025\/08\/29\/lanzamiento-de-solera-kolsch\/","title":{"rendered":"Lanzamiento de Solera K\u00f6lsch"},"content":{"rendered":"<p data-start=\"390\" data-end=\"693\">En 2024, Solera se propuso expandir su portafolio con algo m\u00e1s que una nueva cerveza: quer\u00eda sumar un producto con car\u00e1cter, frescura y prop\u00f3sito. El reto era claro: no competir con lo ya existente, sino crear un nuevo espacio, un nuevo momento de consumo que no estuviera tomado por ninguna otra marca.<\/p>\n<p data-start=\"695\" data-end=\"1023\">La respuesta naci\u00f3 de una observaci\u00f3n cultural: todos los viernes en Alemania hay una frase que marca el inicio del fin de semana \u2014\u201cSalud y buen fin de semana\u201d\u2014, un peque\u00f1o ritual que a\u00fan no ten\u00eda su cerveza. Esa fue la oportunidad: <strong data-start=\"929\" data-end=\"966\">crear la cerveza del after office<\/strong>, la que inaugura oficialmente el momento de desconexi\u00f3n.<\/p>\n<p data-start=\"1025\" data-end=\"1391\">As\u00ed naci\u00f3 <strong data-start=\"1035\" data-end=\"1052\">Solera K\u00f6lsch<\/strong>, una cerveza de origen alem\u00e1n, con dise\u00f1o visual que fusiona lo cl\u00e1sico con lo vibrante: <strong data-start=\"1142\" data-end=\"1197\">amarillo por su frescura, vinotinto por su car\u00e1cter<\/strong>. Y como el producto ven\u00eda desde el origen, la comunicaci\u00f3n tambi\u00e9n. Comenzamos con piezas de intriga para generar expectativa, y luego <strong data-start=\"1333\" data-end=\"1390\">lanzamos el primer comercial de la historia de Solera<\/strong>.<\/p>\n<p data-start=\"1393\" data-end=\"1770\">Pero lo que realmente rompi\u00f3 la rutina fue lo que hicimos despu\u00e9s: una <strong data-start=\"1464\" data-end=\"1547\">pieza CGI donde la cerveza se serv\u00eda sola en pleno Centro Comercial San Ignacio<\/strong>, epicentro del after office caraque\u00f1o. Esa misma noche, acompa\u00f1amos la experiencia virtual con una <strong data-start=\"1647\" data-end=\"1680\">activaci\u00f3n f\u00edsica en el lugar<\/strong>, incluyendo degustaciones, presencia de marca e interacci\u00f3n directa con los consumidores.<\/p>\n<p data-start=\"1772\" data-end=\"2065\">Solera K\u00f6lsch no solo se lanz\u00f3, <strong data-start=\"1804\" data-end=\"1832\">se instal\u00f3 culturalmente<\/strong>. El consumidor no necesit\u00f3 explicaci\u00f3n: entendi\u00f3 y vivi\u00f3 el ritual. La respuesta fue inmediata. El after office no se toma\u2026 <strong data-start=\"1957\" data-end=\"1971\">se destapa<\/strong>. El producto se convirti\u00f3 en s\u00edmbolo del fin de semana y en excusa para brindar entre amigos.<\/p>\n<p>\u00a0<\/p>\n<p data-start=\"2067\" data-end=\"2371\">Desde el dise\u00f1o hasta la ejecuci\u00f3n, desde el storytelling hasta el entorno f\u00edsico, cada parte del lanzamiento construy\u00f3 un nuevo h\u00e1bito. Y en vez de pedir espacio en la mente del consumidor, <strong data-start=\"2258\" data-end=\"2272\">lo creamos<\/strong>. Porque <strong data-start=\"2281\" data-end=\"2371\">Solera K\u00f6lsch no fue solo una cerveza nueva. Fue una nueva forma de decir: es viernes.<\/strong><\/p>\n<ul class=\"wpuf_customs\">            <li class=\"wpuf-field-data wpuf-field-data-text_field\">\n                                    <label>Fecha de Activaci\u00f3n:<\/label>\n                                5 de octubre del 2024            <\/li>\n                    <li class=\"wpuf-field-data wpuf-field-data-text_field\">\n                                    <label>Nro de Contacto:<\/label>\n                                04242157747            <\/li>\n                    <li class=\"wpuf-field-data wpuf-field-data-website_url\">\n                                    <label>URL de  video de la campa\u00f1a:<\/label>\n                                <a href=\"https:\/\/drive.google.com\/drive\/folders\/1R20GPHmVvrf7qkAokUkW0UqbHDyuLnkj?usp=sharing\"\n                     > https:\/\/drive.google.com\/drive\/folders\/1R20GPHmVvrf7qkAokUkW0UqbHDyuLnkj?usp=sharing <\/a>\n            <\/li>\n                    <li class=\"wpuf-field-data wpuf-field-data-website_url\">\n                                    <label>Enlace de tu archivo PDF:<\/label>\n                                <a href=\"https:\/\/drive.google.com\/drive\/folders\/1R20GPHmVvrf7qkAokUkW0UqbHDyuLnkj?usp=sharing\"\n                    target=\"_blank\" rel=\"noreferrer noopener\" > https:\/\/drive.google.com\/drive\/folders\/1R20GPHmVvrf7qkAokUkW0UqbHDyuLnkj?usp=sharing <\/a>\n            <\/li>\n        <\/ul>","protected":false},"excerpt":{"rendered":"<p>En 2024, Solera se propuso expandir su portafolio con algo m\u00e1s que una nueva cerveza: quer\u00eda sumar un producto con [&hellip;]<\/p>\n","protected":false},"author":203,"featured_media":1443,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[23],"tags":[],"class_list":["post-1447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alcoholicas"],"_links":{"self":[{"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/posts\/1447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/users\/203"}],"replies":[{"embeddable":true,"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/comments?post=1447"}],"version-history":[{"count":1,"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/posts\/1447\/revisions"}],"predecessor-version":[{"id":1448,"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/posts\/1447\/revisions\/1448"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/media\/1443"}],"wp:attachment":[{"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/media?parent=1447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/categories?post=1447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.premiospym.net\/index.php\/wp-json\/wp\/v2\/tags?post=1447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}