BAVARIA · TAP IT (COLOMBIA)

Senior Digital Producer
Monks Mexico/Colombia
Brand

THE PROBLEM WORTH SOLVING

In the middle of the pandemic, Bavaria needed to relaunch "Tap It" in Colombia, a brand built to give people delivery options while supporting local businesses that had suddenly lost their way to operate. The challenge wasn't just launching something new, it was doing it at a moment when consumer behaviour was shifting in real time, with no precedent and no time to assume anything. This was Tap initial market entry.

THE INSIGHT THAT UNLOCKED IT

Before defining brand personality, we needed to understand who we were actually talking to and what real friction they were facing. We mapped the potential audience and their user journey to identify tensions, needs, and the exact points where a product MVP could respond specifically to those needs, not generic category needs, but the ones this audience was living through in that particular moment. Connecting the target audience in need of delivery for FMCG with local sellers, beyond the big supermarkets, to support the local economy of communities during this uncertain times.

WHAT I DID

Designed and led a brand workshop from scratch to redefine Tap It's brand personality, building directly off the audience and journey mapping findings. Strategically guided the creative team through that process, making sure every decision on personality, tone and creative territory traced back to the tensions and needs already identified, rather than starting from generic category assumptions.

THE IDEA IT BECAME

A brand with a personality built from real user behaviour rather than an abstract brief, designed to carry both the functional promise (delivery, support for local businesses) and an identity the creative team could activate with consistency.

WHAT HAPPENED

🍺 The launch promo gave users a free daily beer through March 31st if they downloaded the app and registered, with the plan to convert to a paid subscription afterward. It launched with 90 participating venues, all in Bogotá, with plans to expand nationally.

🍺 The research-to-brand-personality process (journey mapping → workshop → creative guidance) became the working framework for that kind of brand definition within the team

🍺 Tap It pivoted away from delivery and turned into a beer loyalty/rewards program. Today, it's Bavaria's benefits program for beer lovers, where users earn points for drinking their favourite beers, and more points unlock more exclusive perks. Mechanically, that means scanning QR codes found under the caps of Aguila, Poker, and Club Colombia bottles to earn points, which can then be redeemed in a market for beer, experiences, and exclusive products from Bavaria's brands.