Copa América

During the Copa América, KASER identified an opportunity to capitalize on the football fever as a platform to boost sales, strengthen brand identity, and build a deeper connection with consumers. We realized the challenge wasn’t simply joining the event, but authentically integrating into the tournament’s cultural conversation without losing the brand’s fun and relaxed tone. At the same time, we proposed establishing the concept of “Cropping” as a way to experience and share moments surrounding football. The strategy needed to coordinate branding efforts, product launches, and promotional activations that would connect with the audience in real time and drive direct traffic to the online store.

From this perspective, KASER designed a comprehensive campaign to support the Copa América, combining branding, activations, and direct sales. The campaign focused on establishing the concept of “Cropping” as the core of the communication strategy and developing activities designed to accompany each match of the Argentine National Team. Special combos were created for match days, along with a raffle for a charcuterie board featuring the brand’s products, and “Cropprode,” an interactive feature in Instagram Stories where users had to predict match results to win prizes. Simultaneously, the new chocolate-covered peanuts were teased, and key historical events were activated to amplify the campaign’s reach. All communication was designed with direct links to the online store, transforming interaction into sales, while the brand’s fun and relaxed tone strengthened the connection with its community and encouraged sharing “Croppable” moments.