Estrella in £3.5 million marketing drive

04 June, 2013

A £3.5 million TV ad campaign aims to carve out a greater share of the lager market for Barcelona beer Estrella Damm.

The 60-second ad and three 10-second follow-ups were filmed in Formentera in the Balaeric Islands and are designed to tell the story of an “ideal Mediterranean summer”.

The campaign kicks off this month various Sky channels, Channel 4 and on-demand formats, running until August.

Brand manager Genna Burchell said: “This summer is our busiest ever with some very high profile activity taking place. Our focus is firmly on a celebration of Mediterranean culture and the brand’s heritage as ‘the beer of Barcelona’ through appropriate partnerships and working with our hugely influential brand ambassadors.

“Estrella Damm is very well-received by the UK consumer and has established a good reputation among more discerning lager drinkers, but we recognise the opportunity to grow our audience within the increasing number of consumers keen to experiment and try new lagers.”

Estrella Damm is imported and distributed by Wells and Young’s.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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