As the world's game has its biggest summer yet, fans want to rock their nation's kit. But increasingly, the cost of football jerseys has risen sharply, putting purchasing a kit out of reach for many Colombians. Cerveza Aguila saw an opportunity to increase its brand visibility while simultaneously making kits more affordable. Through “Resize the Price” Aguila beer came up with the solution: put Aguila’s logo on the shirt. The larger the logo, the smaller the price.