Physical and brute strength has always been a manifestation more recognized by people. But, over the years, strength has been re-signifying and going beyond this linear, gaining relevance in everyday life through small gestures that generate transformation, like a famous rock song played on the piano. With that in mind, Spaten launches the new campaign “Stilo Spaten de Ser Forte”, to show how the brand has become one of the most beloved by Brazilians. The campaign starts from insight creative of a strong brand that has gone through time, and unites different icons of strength in a parallel reality.
In an original way and with many cinematographic references, Spaten decided to do something different and transformed what could be a simple marketing in a movie overproduction. With recording in Hungary, in famous scenarios in the world of streaming and cinemas, the brand presents the Multiverse of the Force.
“We want to connect with our consumer in a genuine and innovative way, and for this campaign, we thought of showing the strength of our brand with creativity, combining traditional advertising with a grander look at entertainment”, says Joice Carvalho, head of Marketing the Spaten.
In a parallel reality, the film, created by Agência GUT São Paulo, portrays a bar where great “forces” of history, who lived in different times, are gathered in the same environment: medieval knights, a biker gang, African warriors and many other brabos and brabas live in a climate of tension. At this time, a mysterious character enters the scene and asks for a Spaten. After that, he goes to the piano and plays a song, which makes even the strongest ones get infected with the new atmosphere created by the beer.
“Spaten is a strong beer that has literally gone through history. Only she could be in this Multiverse of the Force, which brings together icons from these 700 years. Creating this impossible bar is not only reflecting a truth of the brand, but also a proposal to place the brand in a place of entertainment, relating to one of the hottest topics of the moment”, says Tiago Abreu, creative director of the agency.
Watch the full movie below.
Created in 1397, in Germany, Spaten is one of the first pure malt beers in the world and created its own style, the Munich Helles. In addition to being a strong and striking liquid, Spaten has gone through time and remained relevant and current for the consumer, building a fundamental legacy for the growth of the beer universe as a whole.
“The strength of Spaten starts back in the early days of the brand. We are one of the few breweries that participated in the first Oktoberfest in the world, in Germany, and we have been building a path of achievements and a strong legacy, always creating a quality relationship between the brewing universe and our consumer”, concludes Joice.
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