Estrella Galicia launched its “Incomparable” campaign, which aims to show how the company produces beer, from the planting of hops until it reaches the shelves.
The campaign, created and produced by Fillet, has films of 60”, 30” and 15”. The material will be broadcast on pay TV and shown in the trailer of movie releases in cinemas in São Paulo and Rio de Janeiro until the end of January.
The strategy also has external media, including signs and street clocks, in the cities of São Paulo and Rio de Janeiro, and will be extended to the North, Northeast and South in 2022.
“We are at a very cool moment for Latin America as a whole. We talk about everything from planting our own hops to the time for the beer to mature – which is longer. One thing we say a lot is that we want to be the best-loved beer and not the best-selling one, and this is incomparable,” said Dante Grassi, marketing director for Estrella Galicia in Latin America.
The action has more than 50 influencers, who were chosen by the company according to an audience survey, with age group, consumption regions, and involves chefs Juliano Valese and Dalton Rangel, drivers Charles Leclerc and Carlos Sainz, from Formula 1; the brothers Álex and Marc Marquéz, from MotoGP; Luis Lopes, from Formula Truck; DJ Camilla Brunetta is an MPB artist who will be presented in January by the brand.
The brand, which made streaming history and was also known as La Casa de Papel beer, recently signed a contract with Coca-Cola’s distribution system with the aim of increasing its presence at points of sale and consolidating Estrella Galicia in the Brazilian market. “We want to be a brand that maintains itself with superior quality and limited volume. The difference now is that there will be no more disruption in the market, one week it will be on the shelf and not the next,” explained Grassi.
Estrella Galicia also presented its Team Cervejeiro, formed by people who work with beer from different regions of the country, most of them being recognized sommeliers in the market.
The brewing team’s announcement is in line with the brand’s new moment, which has just announced the implementation of a new factory in Brazil, the first outside Europe, which is expected to be ready by the end of 2023. “For the company, the Cervejeira Culture is the main pillar to transmit the brewing values and quality intentions to the consumers of this market that will be opened”, explained the marketing director.