Strategic Context

Sol Cerveza lacks internal credibility and perceived distinctiveness. Local Marketing Managers deprioritise it due to perceived effort, lack of budget, and low confidence it can win locally. Leadership declares “one last chance” and is open to out-of-the-box options (“no dogmas”).

Primary Purpose

Design an internal event that converts sceptical Local Marketing Managers into committed, rebellious champions who take entrepreneurial risk and execute local launches quickly—turning brand spirit into action.

Success Criteria (90 Days)

• Market expansion: Sol active in at least 10 additional markets.
• Engagement: Marketeers demonstrably engaged with product and rebel spirit (to be operationalised via a measurable engagement index).
• Commercial: Double worldwide turnover for Sol (treated as a stretch outcome; measurement window to be defined in execution).

Audience

• Primary: 178 Local Marketeers with portfolio/supply power in their markets.
• Secondary: Global Marketing Director and senior marketing leadership as sponsors/validators.

Constraints & Enablers

• Budget cap: €150,000
• Location: Co-located near Heineken HQ, Amsterdam (travel costs not charged to this event budget).
• Operating freedom: “No dogmas” — leadership open to challenging usual corporate rules (within safety/legal boundaries).

Draft Behaviour Shifts (Event-Level)

• From “Sol isn’t distinctive / can’t win here” → “Sol has an ownable edge in my market—and I can prove it.”
• From “Not worth my time/budget” → “I will place a specific launch bet and commit resources now.”
• From “Orphan brand” → “I own the launch and my market outcome.”

Measurement (v1)

• Market activation: signed commitments + verified go-live in +10 markets within 90 days.
• Engagement index: pre/post belief shift + participation + actions within 2 weeks post-event.
• Turnover: baseline vs post-period turnover comparison (window to be set).

Key Risks

• Performative buy-in without follow-through.
• Insufficient local translation across diverse markets.
• Turnover target may not be controllable within 90 days without operational readiness.
• Emotion without execution mechanics.

Design Principles

• Rebel with a receipt (boldness + practicality).
• Public commitment beats private intention.
• Local proof over global persuasion.