Attract a younger audience, Millennials and Generation Z
Challenge
The idea of creating an immersive experience allowed the campaign not only to exist in the digital world, but also to offer a physical space where the community could interact with the brand in a memorable way. Attendees, many of them dressed in space-themed costumes, took part in interactive activities and left with a fun experience, reinforcing the message that EasyPark is ready to make life easier on Earth… and beyond.
Rejuvenate the brand and make it known to younger targets (mainly Millennials and Generation Z over 18 years old) and turn it into a trend, so that Pacharán is no longer perceived as a drink only for older people.
Create new consumption occasions for this drink, taking it out of the traditional after-meal context, and encouraging its enjoyment at other times of the day, such as afternoon gatherings or nighttime occasions.
Change the serving format from large glasses or cocktails with ice to the “seven-shot board” format (or “sorbicos,” in the Navarrese style), with the aim of encouraging group consumption.
Using humor to spark new life into a brand with history
The stategy
The Creativity
Use of Pacharán’s image in fun and humorous environments through video formats and dynamic animated graphics, employing a highly visual and agile language for Instagram Reels and TikTok content.
The Game
Making the brand’s own version of the well-known “Never Have I Ever,” a very popular game among young adults, where fun questions are asked and the one who loses has to drink.
Omnichannel presence
Creation of a landing page accessed via a QR code, where participants activate an Instagram or TikTok filter to interactively play “Never Have I Ever” by Sorbico la Navarra (exclusively adapted for audiences aged 18+).
Comedy show / Podcast ‘Yo Nunca’
A comedy show hosted by Raúl Massana, a well-established comedian known for his numerous live performances and appearances on TV comedy programs. This show is recorded live in a venue with an audience on Madrid’s Gran Vía. In addition, it leads social media audiences thanks to the strong presence of its famous guests, who come on the show to play “Yo Nunca,” with the most witty moments achieving significant virality across digital channels.
Results
+25M.
Social media reach
+23.5M
of views
6
Smile festival awards
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