Marketing

This ad is fantastically…simple. As you can notice, this campaign has been launched by a spanish company (Damm) for a beer brand: Estrella (wich means “star” in Spanish).

Have you ever seen a such an ad to promote a beer? It’s true that, a lot of beer brands use humour and creativity to promote their products. Personnally, I think that ads for beer are among the most interesting and creative. But this one is very different.

It’s like a short movie, without any dialogues. The scenes take place somewhere on an famous Spanish island, Fromentera. The video starts with the end of the story. And what makes you coming back to the story line?…the Estrella beer!! The marketers want to make you understand that this beverage is a perfect reminder for all the best moments you have during holidays, with your friends,…But how is it possible? By drinking Estrella regularly. It’s gonna become the little thing that, at the end make you holidays awsome. That what it is written at the end of the video: “Goods things never end if something reminds you of it”. To summarize, “drink Estrella wherever and whenever you are to live endlessly your happy life”.

This ad was a huge success in Spain in 2009 (they aired a new one this year, in 2010 that you can easily find on youtube). Everybody was singing the song and dreaming of the perfect summer. Because, of course, the strategy was to broadcast it just before summer begins. In this period, people are dying for lying on the sand and have dinner with friends under the stars, partying every single night! So again, what can you do? Drink Estrella beer, which is part of you happiness.

This ad plays on nostalgia and basic feelings like falling in love quickly, in the summer, in a perfect world, with perfect people. It’s a kind of an ideal for a lot of young people. So the target here is obviously people from 18 to 30. They want to be free, to party a lot and to live perfect moments of friendship and love.

When I watch this ad, I just couldn’t help wanted coming back to last summer. And of course, as a regular beer consumer, I wanted to share a beer with friends cause that is what I usually do. I finally almost identify myself to the male character. And this is, I think, the proof that’s a very powerful ad.

But summer has gone now…So let’s drink a beer, maybe we’ll come back to these perfect moment of life.