The challenge

In Mozambique, local pride often takes a back seat to global perceptions. An international badge of quality can eclipse homegrown excellence. We wanted to shift that mindset to help Mozambicans recognise that their own beer can be as celebrated as any.

The idea

We gave the beer a new role and a bold new tagline "Best in the World" capturing its literal translation from Portuguese: "Melhor do Mundo". We flipped the scri[t, making 2M a symbol of national pride and putting it centre stage across the globe.

The execution

We launched the campaign across international hubs, New York, Lisbon, Tokyo, London, and beyond directing the message right back to Mozambique. From digital screens in Times Square to iconic Tokyo crosssings, every placement spoke to Mozambicans at home, reminding them that their beer is making waves. We then brought it closer, sharing this global spotlight across national media and making 2M the rallying point for pride.

The result

• 2279% best organic reach ever - outstripping the everage by a long shot

• 79.8% digital share of voice - making it the most mentioned brand in Mozambique

• +15% quality perception cementing 2M as the best beer in the nation and the #1 most trending topic in Mozambique.