San Miguel launch 2018 campaign to coincide with The Sunday Times Rich List and showcase a different kind of wealth
Premium Spanish beer brand, San Miguel, has today announced its multi-channel #FindYourRich marketing campaign, following another strong commercial year, 2017 saw over 166 million pints of San Miguel being sold in the UK*. The through-the-line campaign integrates the San Miguel Rich List for a third year, following two successful years of the bespoke supplement that celebrates life rich individuals.
The campaign celebrates the brand’s philosophy and promises to be more reactive to the attitudes and talking points that shape society. Story-telling has evolved in 2018 with a rich bank of content that celebrates music, travel and food. The campaign will leverage a cultural shift that sees people reprioritising experiences ahead of material wealth.
San Miguel’s new creative will be showcased through 60” and 30” spots launching nationwide at DCM and Pearl and Dean cinemas from the 11th May; the creative challenges consumers’ pre-conceptions of wealth; inviting them to question the true meaning of richness, is it material possessions or amazing life experiences?
ESI Media return as the publishing partner for the 2018 San Miguel Rich List, this year’s San Miguel Rich List will unearth a new list of 20 inspiring life rich individuals and collectives from across the globe that have unique, compelling and aspirational human stories. The bespoke ES Magazine supplement will go live this autumn inspiring over 750,000 people nationwide.
The campaign also sees the continuation of the consumer recruitment drive for the 2018 San Miguel Rich List. Experience-rich consumers will be invited to nominate themselves, or others, whom they believe embody San Miguel’s life-rich ethos through ESI Media channels.
The Spanish beer will visit three UK cities with a brand new experiential event concept, following the debut success of The San Miguel Experience last summer. The events will encourage more consumers to experience the portfolio of Especial, Selecta, Gluten Free and 0,0%.
Dharmesh Rana, World Beer Controller at Carlsberg UK, commented: “ This year we want to be more active and engaged with our consumers than ever before. We’re a lifestyle choice as much as a beer a brand. A San Miguel drinker is inherently curious, inquisitive at heart and less passive, they strive for life rich experiences.
Rana continued: “#FindYourRich will inspire a new approach to wealth with our new alternative wealth positioning. We will continue to inspire people to live a life that puts experience first and that doesn’t just mean going off to far flung destinations, there are a plethora of experiences right on our doorsteps we just need to go out and discover them.”
To find out more about the campaign visit www.facebook.com/sanmigueluk