Background/Challenge
San Miguel was looking to drive premiumisation & brand awareness. The objective was to create an event series that would appeal to the young, AB urbanites. These events were to get people to consider San Miguel as a 'premium beer' and become loyal San Miguel drinkers. San Miguel wanted to be associated with reward and celebration occasions.
Our response
We created ‘La Vida De San Miguel’, an event to bring the brand to life and increase brand recognition among guests. We created bespoke San Miguel builds, including a branded arch, Instagram wall, bar facade and tapas bar. There were beautiful touchpoints throughout the event to captivate the attendees. A bespoke tapas menu was created by chef Eric Matthews which he talked through at the event. We brought the summer vibe with a sax and DJ duo. Guests had the opportunity to get a personalized illustration on San Miguel branded paper as a memento of the night.
Results
The response to each element of the campaign was extremely positive, with
