Estrella Galicia 2016

Estrella Galicia is an iconic and Spanish beer - and the second largest by volume in Spain. Estrella is a valued and well know part of the Galician landscape and culture with a rich heritage in food and music.

Brand revolution were tasked with creating a grass roots campaign that delivered liquid on lips and genuine brand love. Focussing on the brands heritage in food and music we constructed a one year long influencer based campaign that created brand champions for Estrella. We first focussed on getting buy-in and brand love form musicians, venue owners, bar managers, music execs and bands, music media and editors of cutting edge, zeitgeist leading cultural titles. Our insight was to capture the hearts of this influential set, create some genuine love for the brand and then "up" the exposure through a series of tours and media partnerships to maximise the awareness to consumers of the genuine move toward the brand amongst "those who count".

STRATEGY

We put together multiple partnerships for Estrella Galicia with NOTION Magazine, 1883 Magazine & TimeOut, Fault and multiple other titles, We created a 25 venue tour with up to 4 bands at each venue making stops in: Glasgow, Birmingham, Leeds, London and Manchester, with top UK acts including: VAULTS, HONNE, Clean Cut Kid and Nina Nesbitt. 

We took over London’s Cargo in the East End with the help of 1883 Magazine in Shoreditch to create a series of 6 bespoke music nights for readers and music lovers to enjoy along with taking over Mayfair’s TAPE London to create a series of music showcases which debut developing up-and-coming acts for consumers and the industry to enjoy. We partnered estrella with Warners music, Sony and Universal activations.

We partnered with TimeOut, seeing Estrella Galicia takeover Tapas Revolution in Shoreditch. The Galician experience, known as Little Galicia, brought together the culture, history and quality of Estrella Galicia beer together with fantastic food and incredible live artists. Little Galicia will be held over 6 weeks this Summer, taking place every Tuesday evening with a respective theme to the evening. Ranging from beer and food pairing to Galician steak nights, the evenings encompassed the beer culture, gastronomy and quality associated with Estrella Galicia. 

RESULTS

The results were astounding, with sales more than tripling and hundreds of millions of impressions, dozens of media stories and legions of influential fans tweeting and intsagramming about the brand, with 2016 becoming the year that Estrella Galicia well and truly arrived.

Estrella Galicia will also continue their partnership with Modern Love at Lights of Soho, a monthly event which sees figureheads in the music industry play the music which inspired their respective careers and journeys and has seen the heads of almost every major label and studio play on behalf of Estrella Galicia.