TaDa Abandoned Nights

Client: AB InBev

TaDa Delivery is ABinBev’s DTC beverage delivery app in Mexico. The brand is built around a key cultural moment called the juntada—a spontaneous get-together with friends, championing those random, unplanned nights that become lifelong stories.

Abandoned Nights was born from a well documented truth—people regret the things that they didn’t do far more than the things they did. By reframing abandoned carts as missed memories, TaDa Delivery reinforced its role as a trigger for the moments you don’t want to miss out on with friends. The challenge was to re-engage people without being transactional, while staying true to the brand’s irreverent, spontaneous tone. Using the exact products left behind in people’s carts, generative AI imagined the epic night that could’ve happened if only they had checked out—and brought that prediction to life through a personalized, humorous video featuring TaDa’s brand characters, like Can Man. Users received the story 24 hours after abandoning their cart, and if they completed the purchase within the next 24 hours, they had a chance to make that predicted night a reality. The campaign led to a 400% spike in click-throughs and a 16.5% increase in abandoned carts being checked out.