| Synopsis | Cruzcampo had been facing a brand image issue, that didn’t only show on brand studies but also on the streets and the internet. During a first working phase with Cruzcampo, we were able to turn that hate into love and, therefore, our haters into lovers. During a second phase in 2020, we wanted to keep reinforcing the brand positioning. HOW DID WE ACHIEVE IT? We created the brand territory “Con mucho acento” (Heavily accented) . A territory that claimed pride and ownership for what we truly are, for our essence, for our roots. In order to truly express these values through our communication, we decided to bring Lola Flores back to life. The campaign, just 96h after its launch, had already reached historic results in media, PR and Social Media. |