Galician Star launches #QueHableLaCerveza, an action whose main objective is to establish a direct line of communication with its most important allies: bars and restaurants, and those who consume their beer in them. In this way, they will be the first to see the brand’s new spot, which reaffirms its principles of resisting adversity and not giving up in the face of uncertainty.
Under the slogan #QueHableLaCerveza, the brand will distribute 7 million bottles to bars with a QR code on the label that, when scanned, leads directly to seeing Estrella Galicia’s new message, even before it premieres on TV. The brewery thus wants to establish a direct dialogue with its customers, while paying tribute to the hospitality industry, whose fighting spirit has been one of the main sources of inspiration for its new campaign.
“We wanted our message to reach our usual consumers first, those who ask for an Estrella Galicia in their usual bar. It is our way of showing them everything we have learned from them: that no matter how difficult things get, you should never give up”, he points out Santiago Miguélez, director of Marketing Iberia of Hijos de Rivera.
The action is part of the “Forbidden to Lower Your Arms” campaign, which alludes to the collective effort that, as a society, we have had to make in recent times, and to which we must continue to make to combat uncertainty. Certainties are the only weapon for this, and Estrella Galicia believes in its inspiring capacity, which has led it to remain faithful to its principles since 1906.
East leitmotiv It has been the one that has led the company to put the hotel industry and its customers at the center of its new campaign. All the professionals who raise the shutter of their business every morning and all the people who, at the end of the day, share a beer with their family.
“We have chosen a motto with which we feel very identified as a brand, and with which consumers surely too. After all, we all get up every day to fight that daily fight and that keeps us willing to never lower our arms.” Add Miguelezwhich continues: “in recent times we have seen how society has resisted throwing in the towel, and this has been very inspiring for us”.