Summer: Beer and Innovation

A beer brand innovates and «reinvents» in several fronts.

It is taken for granted that a beer brand must do well basically two things:

• have all the necessary elements to make a good beer,
• have good marketing and sales channels to get the beer in the consumer «mouths».

Few minds would think that in order to sell more beer they could innovate in:

• the world of music,
• the world of tourism.

However, this is what the creative people from Spanish Damm’s «Estrella» have been doing lately.

In 2009 they launched a summer advertising campaign with a 3’40» video clip that was really a fresh and dynamic love story. The song ranked to the top of the music playlists. The video clip achieved 4 million views and similar amount of legal downloads (the group made it available on their web page as a promotion). We will never know if that would have happened without the campaign add.