BUSINESS PROBLEM

In Colombia, shopkeepers were regularly unplugging fridges to reduce energy costs, quietly melting AB InBev’s cold chain investment. This daily habit hurt sales, increased energy use, and broke the brand promise of Aguila, Colombia’s most sold beer designed to be enjoyed cold. 

Rather than investing in more equipment, AB InBev reframed the problem through BEES, its B2B platform. Unmelting Loyalty turned traditional B2B incentives into mini frozen sculptures, fragile representations of the rewards shopkeepers already valued. If the fridge stayed cold, the prize stayed frozen. If it melted, the reward was lost.