San Miguel Fresca, the first UK product extension for the leading Spanish beer brand, is launching a £6 million marketing campaign which will include outdoor posters, Underground digital sites, Facebook and YouTube activity and sampling.
With two creative straplines ‘Hola Fresca, Adios Thirst’ and ‘Hola Sunshine, Hola Fresca’, the six and 48 sheet posters feature wall art which was painted on location in Spain, and conjure up images of long, sunny days through the use of sunlight, shadows and Spanish colours
References to lime, which reinforces refreshment, a key product attribute of Fresca, are used in the poster and the up-tempo font suggests craftsmanship and authenticity.
David Scott, director of marketing for Carlsberg UK who developed Fresca with brand owners Mahou-San Miguel, says: “There are many cues that herald the arrival of summer and through this creative, we have picked out some of these which will conjure up feelings of longer days, warmer nights and BBQs with friends. Fresca is about seizing the moment and making the most of everything the summer has to offer.
“Its parent brand, San Miguel is currently enjoying tremendous growth in the UK – it has grown +42% in the last year, making it the fastest growing world lager. With this momentum, we are launching Fresca which is clearly branded as part of the San Miguel family, with one of the biggest marketing investments in the beer category this year. Whilst rival brands are reducing their spend, we are continuing to support our customers and the beer category with high profile campaigns.”
The heavyweight poster campaign, developed by Saatchi & Saatchi, will feature on 10,000 outdoor sites as well as played thousands of times on digital sites on the London Underground. Eighty per cent of young adults, who are the target market, will see the marketing at least 20 times.
Online digital activity will be housed at the official San Miguel UK Facebook page and www.sanmiguel.co.uk.
—Ends—
Contact:
External Communications Manager, Carlsberg UK: Joanna Dring, 07887 796292
Joanna Dring
External Communications Manager
Dir: +44 1604 668221 Mob: +44 7887 796292
t: @jo_dring
Carlsberg UK Ltd
Communications
Jacobsen House, 140 Bridge Street, Northampton NN1 1PZ
Tel +44 1604 668866 Fax +44 1604 234444