Estrella Damm Paper
Carmen Rosselló Elvira
Eric
Advertising fundamnetals
Paper 2
Every year at this time, Estrella Damm releases a seasonal television commercial designed to embody the fantasy of a Mediterranean summer. One of the highlights of all beer brand is to connect with consumers in an emotional stage, beyond the product or service, If we can find a Brand in the last eight years that has create his own identity , that's Estrella Damm.
Estrella Damm was founded in 1876 in Barcelona by Joseph Damm, and becomes the oldest beer in Spain. Currently Estrella Damm, owns more than 86% of the market share (in Catalonia), and is one of the national beer brands most recognized in Spain. According to January 2012 CGA data, “beer of Barcelona”, Estrella damm is the fastest growing Premium larger Brand in the UK”. Estrella Damm far outperformed the more established world lager brands on the market like Peroni, San Miguel and Staropramen. While total world lager sales are up 9.4%, Estrella Damm is in growth at 282% year on year in the on trade.
All started in 2009 when the Estrella Damm decided to abandon struggling with local competitors as Moritz and San Miguel, and tries to take over an emotional part from their consumers: the Mediterranean. With his first spot, “Mediterráneamente”, the brand tries to work with some important values and began to build a new personality and position like special places beyond the product, an attitude as the lifestyle to become the best Mediterranean Spanish beer. Estrella damm has managed to break away from all competitors with there creativity and strengths. Estrella damm has forced other brands to jump on the bandwagon and creating attitudes, San Miguel with ”ciutadano del mundo” 'Citizen of the World', or Mahou “ lo que realmente importa”, 'What really matters'. Right now, Estrella Damm don’t focus in selling beer, what tries to transmit to consumers is friendship, hope, adventure, naturally, climate, holidays ...
Estrella damm
Eric
Advertising fundamnetals
Paper 2
Every year at this time, Estrella Damm releases a seasonal television commercial designed to embody the fantasy of a Mediterranean summer. One of the highlights of all beer brand is to connect with consumers in an emotional stage, beyond the product or service, If we can find a Brand in the last eight years that has create his own identity , that's Estrella Damm.
Estrella Damm was founded in 1876 in Barcelona by Joseph Damm, and becomes the oldest beer in Spain. Currently Estrella Damm, owns more than 86% of the market share (in Catalonia), and is one of the national beer brands most recognized in Spain. According to January 2012 CGA data, “beer of Barcelona”, Estrella damm is the fastest growing Premium larger Brand in the UK”. Estrella Damm far outperformed the more established world lager brands on the market like Peroni, San Miguel and Staropramen. While total world lager sales are up 9.4%, Estrella Damm is in growth at 282% year on year in the on trade.
All started in 2009 when the Estrella Damm decided to abandon struggling with local competitors as Moritz and San Miguel, and tries to take over an emotional part from their consumers: the Mediterranean. With his first spot, “Mediterráneamente”, the brand tries to work with some important values and began to build a new personality and position like special places beyond the product, an attitude as the lifestyle to become the best Mediterranean Spanish beer. Estrella damm has managed to break away from all competitors with there creativity and strengths. Estrella damm has forced other brands to jump on the bandwagon and creating attitudes, San Miguel with ”ciutadano del mundo” 'Citizen of the World', or Mahou “ lo que realmente importa”, 'What really matters'. Right now, Estrella Damm don’t focus in selling beer, what tries to transmit to consumers is friendship, hope, adventure, naturally, climate, holidays ...
Estrella damm