TOCAYOS

Centralised Marketing 2. aah = Shared 25) Operations BAR PACO, 3 = ve Economies — Heineken age = | TocayosInc. = A national network of independent bars The namesake franchise CONTEXT IDEA EXECUTION In Spain, neighbourhood bars are more than businesses, Heineken turned the name above the door into We invited bars with the same name across Spain they are social anchors. Competition from franchises is making a competitive advantaget with Tocayos Inc: to join the platform. A campaign featuring real bar owners made it harder for independent bars to survive. A platform that brought franchise-scale infrastructure the pattern visible at national scale, showing they were never alone. But what if they could share more than the same problems? to small, independent bars. For the first time, Through Tocayos, bars gained access to: Actoss Spain, thousands of bars share common names: bars that share a name could share something else: * Visibility and promotion Paco, Pepe, Luis, Manolo... a future. + Training and business tools Anetwork hiding in plain sight. * A shared identity to attract new customers. Heineken preserves the culture of local bars €677k 12000 +20% Let’s save Bar Paco me EL@MUNDO La Provincia media value ‘— Bars could join —~ Sales YoY