Premium Spanish lager San Miguel has launched two new promotions, one targeting the on-trade and the other consumers under the ‘San Miguel La Experienca’ campaign banner.
The activity has been developed to celebrate consumers embracing experiences in the on-trade and to recognise the venues that deliver on this.
The brand will initially try to identify venues that offer great food and also venues with the best outdoor spaces, amongst other factors. Successful venues will be supported with local press advertising and social media encouraging consumers to visit these venues.
In addition, a select number will be given the ‘San Miguel La Experiencia’ treatment, which will include a bespoke San Miguel branded event and widespread local publicity to drive footfall to the venues.
In the off-trade, San Miguel will also release 200,000 special edition Explorers chalice glasses across selected grocery and independent off-trade outlets this month.
Alongside the special edition chalice glass, packaging will offer shoppers the chance to win their own bespoke experience. San Miguel says that in recognition of the fact that today’s consumers want choice, the winner will work with an events company to create a unique experience that taps into their own interests and aspirations.
The multi-channel campaign launched in April this year with cinema, print and digital support which lasts through to December. There will also be a celebrity endorsement.
Dharmesh Rana, senior brand manager for San Miguel at Carlsberg UK, said: “We’ve evolved the campaign for 2017, so that it supports on-trade operators who focus on creating fantastic experiences for their guests and shoppers. It’s inspired by San Miguel’s founding family who were explorers and adventurers, and we want to reward and celebrate those pubs and bars up and down the UK which place a higher value on experience above all else.”
Rana added: “Our chalice glass is a real brand strength, reflected by the fact that so many are ‘borrowed’ from pubs up and down the country. This activity gives shoppers the chance to get their hands on a special edition version that tells our story, and creates an opportunity for them to enjoy our great beer at home in a perfect serve, ensuring drinkers have a great San Miguel experience.”
The on- and off-trade activity will run in conjunction with a nine-month consumer campaign which seeks to find 20 ‘life-rich’ individuals and collectives from across the globe to appear in the San Miguel Rich list 2017, published in the national media in the autumn this year.
‘The San Miguel Rich List’ first appeared in 2016. Consumers are invited to nominate people (either individuals or collectives) who they believe are explorers or trailblazers in some way and who have rejected the pursuit of wealth and status in a search for other kinds of value: people, in other words, who are rich in experience.
