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!
Estrella Galicia, is a small, authentic Spanish beer, 100% brewed in Spain and imported to the UK. With the popularity of Spanish beer growing, the big players were investing heavily in their Spanish beers and Estrella Galicia were losing favour with the trade. We needed to help drive mental availability and give this small but mighty challenger a big voice.
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.
We also hung-out in beer communities on Reddit and YouTube and discovered a growing negative sentiment towards Madrí Excepcional and Cruz Campo for being marketed as Spanish but actually being brewed in the UK. People felt cheated. We took this killer insight and ran with it.
The Solution
We created a challenger campaign to proudly and loudly champion being an authentic Spanish beer in a category of noisy pretenders. We educated people (and had some disruptive fun) announcing that there’s a REAL alternative that puts 100% Spanish passion into everything it does. "Spanish, not SpanISH" ran across high-impact OOH, radio & social.
The Results
21 MILLION
OOH Reach
211%
increase in 'Where to Find Us' Website Clicks
220%
increase in engagements
“Working with our long-term strategic and creative partners Southpaw, we have created an exciting new brand campaign to raise awareness of our true Spanish roots and authenticity and encourage those beer drinkers in the UK looking for a true Spanish beer tos eek us out. We are really proud of the campaign produced and hope the creative and playful, yet provocative messaging creates the intrigue and impact we’re looking for."
Lindsay Castling - Brand Manager, Estrella Galicia, UK and Ireland.
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