Estrella Damm, the lager brewed in Barcelona, has announced the launch of a new TV and social media campaign in the UK.
Launching today (1 October), the two-month campaign aims to raise awareness of environmental issues, highlighting the Mediterranean Sea, home to the brand for more than 140 years.
The campaign includes a 70-second film titled ‘Soul’ which shines a light on the threats human activity poses to life in the Mediterranean and the increasing severity of the situation.
The film, first in a three-part series filmed in the Mediterranean, will run on Channel 4 and Sky Media channels, as well as digital platforms ITV Hub, All 4 and Sky Video on Demand. It will be supported by a social media campaign across YouTube, Instagram and Facebook.
Anna Ferrer Magrià, UK marketing manager for Estrella Damm, said: “The filming of Soul is a creative and technical feat which highlights Estrella Damm’s long standing commitment to minimise its footprint on the natural environment.
“We hope the campaign will resonate with our consumers, who we know are increasingly concerned about environmental issues, and inspire them to take action where they can.”
As part of its sustainability initiatives, the brand is committed to replace all plastic rings on canned packs with 100% biodegradable cardboard from sustainably and responsibly managed forests by early 2021.
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