The Nativa Meter campaign is a prime example of sustainable innovation in marketing. Farms in northern Colombia’s mountainous Cordoba region faced unprecedented rainfall due to rapid climate change. This posed challenges for crop security and financial stability for farmers.
Campaign Overview
The Challenge :
Nativa, a beer made with cassava, faced a major threat – climate change causing unpredictable rainfall patterns. This unpredictable rain impacted cassava crops, a key ingredient in their beer, and the livelihoods of Colombian farmers.
The Solution :
Repurpose Nativa’s beer bottles into rain gauges, promoting sustainable practices and aiding farmers.
The Nativa Meter :
Nativa redesigned their existing beer bottles to incorporate measurement markings on the side. These markings transformed the bottles into functional rain gauges, allowing farmers to track daily precipitation. The design change was subtle, ensuring the bottles retained their iconic look.
Campaign Execution :
Distribution : The Nativa Meters were included in six-packs sold across Colombia, targeting farmers in cassava-growing regions.
Scalability : The existing distribution network ensured the Nativa Meters reached farmers efficiently.
Cost-Effectiveness : Repurposing existing bottles minimized production costs.
Educational Outreach : Nativa likely provided educational materials explaining the importance of rain gauge data for better crop management.
Impact and Results
Empowering Farmers: The Nativa Meters provided farmers with a valuable tool to improve their agricultural practices and crop yields.
Environmental Impact : By helping farmers manage water usage more effectively, the campaign potentially contributed to water conservation efforts.
Positive Brand Image : Nativa gained recognition for its innovative and socially responsible approach.
Sales Increase (Possible) : By supporting farmers who grew their key ingredient, Nativa might have indirectly benefited from a more secure supply chain.
Lessons Learned
The Nativa Meter campaign successfully combined sustainability with brand promotion. It addressed a real problem faced by farmers, empowered them with a practical tool, and solidified Nativa’s image as a brand that cares about its community and the environment. The campaign highlights how businesses can create positive change through creative solutions.
