The Challenge
Spain’s best loved beer had virtually no brand awareness in the UK. Plus, their global brand platform - based around fierce independence - was filled with local nuances that didn’t translate into UK culture. They needed stand-out, relevance and clarity. Time for a proper introduction!
The Southpaw Stance
Our neuro-mapping insight platform allowed us to quickly identify the key emotional triggers for success within our audience, specifically a love of strong family values, a belief that quality can’t be rushed and a desire to be unconventional and individualistic.
So, in a fast paced sector filled with innovation, WE CHAMPIONED SOMETHING NEW: TRADITION.
The Solution
Our creative platform ‘A BEER LIKE NO OTHER’ is a playful twist on the fast paced world of craft beer innovation and a reminder that sometimes the old ways are the best! That slow can beat fast. That small can beat big. And that the individual can beat the crowd.
The Results
2.5 million reach
313% increase in video views
“Adapting global assets to a local market is essential but not easy to do so successfully;
Southpaw strove to understand the cultural nuances of our brand and ensured they were translated in a way that was culturally appropriate to the UK & Ireland but that respected the heart of Estrella Galicia.”
Lindsay Castling - Brand Manager, Estrella Galicia, UK and Ireland.
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