Today, from 8.30pm, our new ad campaign on Spanish TV will be launched. It will be the fifth campaign of our brand Estrella Galicia since we decided in 2011 to increase brand awareness on the national market.
This new campaign continues to work towards boosting our brand’s premium positioning. We continue to develop our claim “Exageradamente Buena”, (“Excessively Good”), but on this occasion we highlight our tradition as a family company with a 109-year history, currently in its fourth generation, that has continued to innovate to achieve something extraordinary: our beers.
To help us tell our story, we have looked for other brands that share our three key characteristics: a family company, with a company culture and know-how built in a number of generations, and innovative. These three attributes are the base upon which we want to continue building the premium positioning of our brand Estrella Galicia and which, in addition, is an added value with regards to our competitors.
Narrated as a film trailer, the new ad counts on the famous “bald lottery man”, who represents a spirit of good luck and who in this campaign tells us that the case of Estrella Galicia is all the contrary, with a creative gag “porqué no todo es cuestión de suerte” (“ because not everything is a matter of luck”). He represents the magic that surrounds an extraordinary product which has been conceived through a lot of work and the know-how of four generations of brewers.
This is how Estrella Galicia emerges, not as a product of good luck but fruit of the tradition of a company with over 100 years of history.