San Miguel Fresca and The Marketing Store have created a ‘Next Drink, Spain?’ campaign that celebrates the spontaneity of the brand’s new positioning ‘living in the moment’ and the attitude of those who drink it.
Wherever consumers start their night, San Miguel Fresca is giving them the chance to finish it in style with a spur-of-the moment trip to Barcelona.
The initiative is The Marketing Store’s first piece of work for the brand.
‘Next Drink Spain?’ is inspired by the millennials of today who believe the best nights out are often the most unplanned and spontaneous ones.
People can text to win a trip to Barcelona instantly through no-purchase necessary promotional packs in store or via point of sale in participating bars. In a matter of hours, the winner and a friend could board a flight to the Spanish city, be given £250 spending money and put up in a 4-star hotel for two nights.
The campaign will run in both the on- and off-trade supported by point-of-sale and an on-pack promotion, as well as press advertising targeting trade customers.
At the end of the promotion each participant will be entered into a prize draw to win a six-month supply of San Miguel Fresca.
To celebrate the promotion The Marketing Store has created a one-off launch event for San Miguel Fresca in order to give one lucky attendee the chance to win a ‘Next Drink Spain?’ experience. The event will take place at The Grand Union in Farringdon on 5 September 2013. Members of the public will be invited to attend and enjoy San Miguel Fresca with the opportunity for one winner and a friend to get on the next available flight to Barcelona. Everyone attending will be asked to pack a passport and a toothbrush, just in case. There are also other San Miguel Fresca prizes on offer.
Charlotte Moffat, senior brand manager San Miguel Fresca, said: “San Miguel Fresca reflects the Spanish spirit of living in the moment. ‘Next Drink Spain?’ captures this spirit in a unique and refreshing way. It offers our target audience a truly compelling reason to trial the product, and engage and share the brands ethos.”