Imperial

The Background

Imperial, Costa Rica’s leading beer, captures the essence of Pura Vida and the nation’s identity. After a soft launch in the U.S., the brand is now preparing for a broader retail expansion.

THE ASK: Develop a campaign that drives awareness, trial, and cultural connection through it’s Pura Vida philosophy.

Project Timeline: 4 Weeks

Role: Strategist

Strategy: Maria Eaton and Paola Mendoza | Copywriting: Sophia Tavarez

THE CHALLENGE

Imperial faces a market where beer isn’t just a drink—it’s a statement. With craft brews, hard seltzers, and hyper-curated experiences flooding the space, every choice feels like a reflection of identity. But in a world exhausted by over-curation, there’s an opportunity to champion ease and authenticity. The challenge is breaking through the noise, rejecting the pressure of self-curation, and positioning Imperial as the beer that lets people enjoy the moment—without overthinking.

OUR AUDIENCE

Through in-depth interviews, surveys, and social listening, we determined that we were not talking to fancy craft beer drinkers or beer nerds. We're talking to the masses.

The chillseekers are casual drinkers who enjoy beer but don’t want to overthink it. They go to bars, breweries, house parties, or casual social gatherings. They’re big on experiences but not on performative social media habits. They care more about how something feels than how it looks online. They value authenticity and simplicity.