San Miguel and Saatchi & Saatchi launch epic new campaign that celebrates ‘A life well lived’
02 AUG 2011
The pleasures of life are celebrated in a high profile new campaign for San Miguel, the UK’s leading Spanish beer.
The campaign – spearheaded by a 60” and 40” film for TV and cinema – debuts the new San Miguel brand strategy and endline – ‘Una Vida Bien Vivida’, Spanish for a ‘A life well lived’.
The film is directed by filmmaker Daniel Wolfe, whose work includes music videos for Duffy’s ‘Warwick Avenue’ and Plan B’s ‘She Said’. It will appear on Channel 4, Film 4 and Sky Sports at 10pm tonight, and in cinemas from September 1st.
Set in various Spanish locations, the film features an unseen narrator recalling the high points of his intrepid life. He regales the audience with his experiences of beauty, romance, mischief and adventure –including being rescued by an admiral’s daughter and being swallowed whole by a fish.
As the story unfolds, it becomes clear that the narrator is in fact the brand. This is a story of San Miguel’s life – told from the perspective of the vintage bottles, boxes and crates.
In the final sequence we return to today, a modern beach bar setting in Spain, where a glistening chalice of San Miguel directly addresses the audience.
The campaign will be supported with in-store, experiential and digital activity, designed to reinforce the San Miguel brand authenticity and premium, making it an aspirational choice for up-trading premium lager drinkers. In all, 80% of 18 -34 year old males (at 7.1 opportunities to see), and 6.1m cinema viewers, will be exposed to the campaign and the new brand message.
Distributed and marketed by Carlsberg UK, San Miguel is one of the UK’s best-performing World Beers, with total volumes up 41% (CGA/Nielsen YTD 2011).
Richard Huntington, director of strategy at Saatchi & Saatchi, said: "Una vida bien vivida' (A life well lived) embodies San Miguel's brand philosophy and also taps into what our target audience most admires about Spain and Spanish culture. That is, their enviable talent for enjoying life".
Emma Johansson, marketing manager at San Miguel distributor Carlsberg UK, said: “San Miguel is leading the growth of the World Lager category, and this new campaign underscores its appeal to aspirational UK consumers.”
Notes to editors
About Saatchi & Saatchi (SSF Group)
Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients’ brands, creating powerful and profitable relationships by improving the quality and quantity of conversations that take place about these brands. Saatchi & Saatchi's clients include T-Mobile, Visa, Guinness, Carlsberg, Lurpak, Wall's and Head & Shoulders.
The Saatchi & Saatchi network has 140 offices in 80 countries and 6,500 employees. Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.
