案例简介：几十年来，SABMIller 的圣胡安啤酒一直是秘鲁亚马逊地区最受欢迎的啤酒。自发射以来，一辆原产于该地区的名为 “otorongo” 的捷豹一直是它的象征。可悲的是，由于砍伐森林和偷猎，奥托龙戈现在是一个濒临灭绝的物种。秘鲁只剩下 6.000 只奥托龙果，这一数字令人震惊，公众和当局似乎都不知道。为了改变这种情况，圣胡安决定做一些意想不到的事情。 在广受欢迎的 2月狂欢节期间，圣胡安从标签上取下美洲虎，取而代之的是一只狗、一头猪、一头牛…… 甚至一只公鸡。为了反映这个问题，只剩下 6,000 个带有 otorongo 图片的瓶子。反应很快，从惊讶到愤怒。 这种愤怒动员了该地区最大城市普卡尔帕的人民走上街头，要求立即归还他们最具价值的象征。人民签署了一份请愿书，要求将美洲虎正式宣布为该地区的自然遗产，敦促当局实施适当的法律框架来保护它。 为了支持这项事业，圣胡安还组织了不同的活动，旨在提高认识和声援奥托隆戈。 一旦请愿书上有足够的签名, 圣胡安将美洲虎重新贴上标签，并获得当局的正式承诺，亚马逊地区最受欢迎的动物将继续成为其中的一部分。

案例简介：For decades, SABMIller’s San Juan beer has been, by far, the favorite beer of the Peruvian Amazon region. Since its launch, a jaguar known as “otorongo", native to the region, has been its symbol. Sadly, due to deforestation and poaching, the otorongo is now a species in danger of extinction. There are only 6.000 otorongos left in Peru, an alarming number that the public and authorities seemed to be unaware of. In order to change this situation, Cerveza San Juan decided to do something unexpected. During the hugely popular February carnival, San Juan removed the jaguar from its labels and replaced it with a dog, a pig, a cow… and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of mirroring the problem. Reactions came quickly, ranging from surprise to indignation. This indignation mobilized the people of Pucallpa, the largest city in the region, to take to the streets to demand the immediate return of their most highly valued symbol. The people signed a petition for the jaguar to be officially declared natural heritage of the region, urging the authorities to implement an adequate legal framework to protect it. To support the cause, San Juan also organized different activities geared toward awareness-raising and solidarity with the otorongo. Once there were enough signatures on the petition, San Juan put the jaguar back on its labels and obtained a formal commitment from the authorities that the most beloved animal in the Amazon region would continue to be a part of it.

猎豹去哪儿了？ | Where is my otorongo?

案例简介：几十年来，SABMIller 的圣胡安啤酒一直是秘鲁亚马逊地区最受欢迎的啤酒。自发射以来，一辆原产于该地区的名为 “otorongo” 的捷豹一直是它的象征。可悲的是，由于砍伐森林和偷猎，奥托龙戈现在是一个濒临灭绝的物种。秘鲁只剩下 6.000 只奥托龙果，这一数字令人震惊，公众和当局似乎都不知道。为了改变这种情况，圣胡安决定做一些意想不到的事情。 在广受欢迎的 2月狂欢节期间，圣胡安从标签上取下美洲虎，取而代之的是一只狗、一头猪、一头牛…… 甚至一只公鸡。为了反映这个问题，只剩下 6,000 个带有 otorongo 图片的瓶子。反应很快，从惊讶到愤怒。 这种愤怒动员了该地区最大城市普卡尔帕的人民走上街头，要求立即归还他们最具价值的象征。人民签署了一份请愿书，要求将美洲虎正式宣布为该地区的自然遗产，敦促当局实施适当的法律框架来保护它。 为了支持这项事业，圣胡安还组织了不同的活动，旨在提高认识和声援奥托隆戈。 一旦请愿书上有足够的签名, 圣胡安将美洲虎重新贴上标签，并获得当局的正式承诺，亚马逊地区最受欢迎的动物将继续成为其中的一部分。

猎豹去哪儿了？ | Where is my otorongo?

案例简介：For decades, SABMIller’s San Juan beer has been, by far, the favorite beer of the Peruvian Amazon region. Since its launch, a jaguar known as “otorongo", native to the region, has been its symbol. Sadly, due to deforestation and poaching, the otorongo is now a species in danger of extinction. There are only 6.000 otorongos left in Peru, an alarming number that the public and authorities seemed to be unaware of. In order to change this situation, Cerveza San Juan decided to do something unexpected. During the hugely popular February carnival, San Juan removed the jaguar from its labels and replaced it with a dog, a pig, a cow… and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of mirroring the problem. Reactions came quickly, ranging from surprise to indignation. This indignation mobilized the people of Pucallpa, the largest city in the region, to take to the streets to demand the immediate return of their most highly valued symbol. The people signed a petition for the jaguar to be officially declared natural heritage of the region, urging the authorities to implement an adequate legal framework to protect it. To support the cause, San Juan also organized different activities geared toward awareness-raising and solidarity with the otorongo. Once there were enough signatures on the petition, San Juan put the jaguar back on its labels and obtained a formal commitment from the authorities that the most beloved animal in the Amazon region would continue to be a part of it.

暂无简介

猎豹去哪儿了？ | Where is my otorongo?

暂无简介