San Miguel, the number one international Spanish lager and one of the UK’s most loved beer brands, has rolled out a new TV campaign: Here’s to the Seekers.
The new ad is supported by a heavyweight multi-million-pound investment, celebrating adventure and those who value experiences and are thirsty for life. Showcasing the authentic Spanish lifestyle, it aims to inspire sociable moments, new experiences and to not settle for mundane routines. Launching just in time for summer, the new ad cements San Miguel as the Spanish beer for those who seek a richer life.
An ode to its audience, the ‘seekers’, San Miguel reveals a series of scenes that places importance on friends creating enriching memories together in the beautiful Spanish sunshine. From surfing waves in perfect blue waters, to sharing tapas style suppers at golden hour, to impressive climbs with stunning views and more, the campaign captivates the brand’s eager spirit and invites its audience to feed their eager minds and explore this summer with San Miguel.
Marking the brand’s newest TV ad, Here’s to the Seekers launches with mass-reaching bursts across UK TV including Sky, ITV and Channel 4, along with Outdoor campaigns in seven key cities: London, Manchester, Birmingham, Leeds, Liverpool, Cardiff and Brighton, set to reach over 10 million World Beer drinkers. The cross-platform ad campaign will also air on broadcast video on demand, as well as via YouTube, Facebook, Instagram and wider programmatic displays through LoopMe.
Filmed in scenic coastal locations in Andalucía and the Canary Islands, from unrivalled settings like Torcal De Antequera, a nature reserve in the Sierra del Torcal Mountain range, regarded as one of the most impressive landscapes in Europe, to Puerto de Mogán, a picturesque fishing village and popular marina on the South-West coast of Gran Canaria. Here’s to the Seekers brings to life the Spanish spirit of adventure, and positions San Miguel as the beer for those who seek a more enriching life.
Dharmesh Rana, Director of Marketing, World Beer at Carlsberg Marston’s Brewing Company says: “Here’s to the Seekers perfectly encompasses the Spanish seeking spirit of adventure. We know our audience value experiences more than ever, with 59% of UK adults stating they enjoy escaping reality in their leisure time. The Spanish way of life; living with passion and spontaneity resonates with consumers and Spain was voted the most popular holiday destination in 2022. The ad tested well with World Beer drinkers, giving us confidence that our new campaign will have a positive impact to drive the rate of sale of San Miguel for our stockists.”
The new global asset lands just as San Miguel launches a summer of adventure. Including the launch of Casa San Miguel in Ibiza, which will give 24 lucky UK competition winners and a plus one the opportunity to win a trip to Ibiza, as part of an exclusive nationwide on pack promotion. Further premium partnerships supporting the brand’s mission includes, the Somerset House Terrace Bar with San Miguel, Classic Ibiza, and Secret Cinema.
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