Spanish lager brand Estrella Damm is rolling out its biggest UK marketing campaign of the year, aiming to bring the “spirit of Barcelona” to pubs across Britain this summer.
The five-week campaign centres on the idea that a sip of Estrella Damm can instantly transport consumers back to memories of holidays in Barcelona and the Mediterranean lifestyle associated with the brand.
The advert stars Barcelona-born actor Albert Salazar, who is shown escaping the rain with friends by heading to a pub before reminiscing about sunny beach days, evenings outdoors and time spent with family and friends in the Catalan capital. The campaign soundtrack features “Another Sunny Day” by Belle & Sebastian.
Oscar Nadal i Lamoglia, UK marketing manager at Damm, said the campaign was designed to reflect the heritage and lifestyle associated with the brewer.
“We wanted to create a campaign around how Estrella Damm really captures the essence of Barcelona through memories created there in a city synonymous with sun, sea and spending time with friends and family over good food and drinks,” he said.
He added that the brewer’s 150th anniversary this year made the campaign particularly significant, saying it reflected “what the brand has always stood for all these years: the spirit of Barcelona, wherever you are.”
The campaign will run across TV, video-on-demand, cinema, outdoor advertising and social media during the key summer trading period.
Founded in Barcelona in 1876, Damm said its brands are now sold in more than 130 countries. The company strengthened its presence in the UK market in 2022 through the acquisition of the Eagle Brewery in Bedford.