San Miguel launches campaign focusing on 'life-rich' experiences

Beer brand San Miguel is seeking to tap into an 'experience seeking' audience by devising live events, part of a fully-integrated, 360-degree campaign called 'The San Miguel Rich List'.

'Robbie's story': one of the life-rich experiences highlighted in San Miguel's campaign
'Robbie's story': one of the life-rich experiences highlighted in San Miguel's campaign

The campaign will involve San Miguel undertaking a quest to find 'life-rich' individuals with incredible experiences, with the brand compiling a rich list of 20 men and women from across the world who have compelling and aspirational human stories to tell. 

A number of partners will also be supporting the campaign, including The Guardian, which will be curating a series of ‘life-rich’ events across the country where members of the public will have the opportunity to meet the individuals, as well as creating a bespoke commercial hub and interactive rich list on its website, which will host all the content created over the course of the campaign. The Discovery Channel will also be supporting the campaign with editorial and commercial TV spots. 

Liam Newton, Carlsberg UK’s Vice president of marketing, said of the campaign: "This is an incredibly exciting time for the brand in the UK, with 2016 being the biggest year of investment to date. This campaign puts the consumer at the heart and is intended to build brand equity with our ‘experience seeking’ audience.

"What we found in our initial brand research is that our consumers value experiences and are continually seeking ways to find fulfilling ways to live their lives, be it everyday scenarios or in more aspirational ways."

Newton adds that San Miguel hopes that the documentary-style content it has developed will act as the touch-paper for its audience, inspiring them to experience and interact with the brand in a different way to a traditional marketing campaign.

The campaign has been developed in line with the brand’s global positioning and promise of "Exploring the World Since 1890", with the strapline demonstrating that San Miguel has been seeking experiences and adventure since its conception. 

Running alongside this new campaign is the San Miguel TV commercial, which was launched last year. The UK ad campaign is designed to give insight into the brand’s 125-year history as well as promising a future full of rich experiences under the banner of "The Best is Yet to Come".

Creative agency Pablo lead the campaign creative and content creation, with media agency OMD UK responsible for partnership negotiation with the Discovery Channel and The Guardian.

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