Defining brand architecture, message and application to push the brand to a premium place
Overview: Estrella Damm continues its ambitious growth, both on and off-trade and continues to further establish its positioning as a super-premium brand. As part of this ambition, work was required to drive consistency and clarity of message to both its B2C and B2B UK audiences, raising awareness around its three strategic pillars. As with all brand exercises, we immersed ourselves entirely in the brand, the market, the differing audiences, the challenges and the brand’s key objectives. We then devised and facilitated a bespoke workshop designed to spark conversation, debate and challenge. The workshop outputs proved hugely powerful and provided vital direction.
Approach: We shaped the strategy and created an entire suite of new photography, which all came together in the form of a new Estrella Damm brand book. The extensive and carefully curated brand book includes clear guidance on the brand’s background, audience, values, personality, tone of voice, strategic pillars, key messages, identity and creative treatment (B2C and B2B), social media, PR, digital and experiential brand activation. The brand book has become the foundation of how to activate Estrella Damm in the UK.
After getting a consensus on the brand in the UK, we started to look at where it could go next
Estrella was seen by people in the UK as a holiday drink or not known at all. We needed to help create some space between other premium Mediterranean lagers and own Barcelona in people's minds. We looked at the art aspect of Estrella's brand pillars and felt that this had a lot of potential for creating distinctiveness. Barcelona street artists capture the vibrancy and spirit of the city; we created a campaign using them to communicate the brand and translate this spirit to UK life. Barcelona is not just a place to visit but a way to look at living.
Animation and AR
We looked at using technology to bring the street art to life. First, we tested key visuals and the Estrella bottle itself as a mechanism to explore Barcelona; becoming a portal to Barcelona that you could explore. The second AR experience brings the various street art commissions to life, interacting with the bottle on and off-trade.
Brand Activation
Another area that we were asked to explore was different types of brand activation. Estrella was already involved with outdoor cinema and music festival events. With the development of the art brand pillar, we found potential sponsorship with the UK's largest street art festival which could host Estrella's street artists and create great content. Also, food was another key brand pillar making Estrella a good fit with the premium Taste London festival. A deck of cards was put forward as a low-level activation idea OOH and at events; utilising the street artists again to create a premium and collectable deck tieing back into the larger campaign.
