San Miguel, the beloved Spanish beer brand, will be launching its debut “Rich List’” supplement with The Guardian newspaper on Saturday 26th November. Acting as an alternative to generic rich lists, which tend to favour business barons and celebrities, this particular 16-page pull-out will instead feature 19 inspiring individuals from across the globe who are not necessarily that monetarily rich, but are instead “Life Rich.” The idea is that, like the brand’s forefathers, these individuals look to explore the world and discover life’s most enriching experiences. San Miguel are working with the creative agency Pablo to deliver a through-the-line campaign celebrating the stories of these life rich individuals with OOH, paid content amplification, PR and influencer marketing.
To kick off the campaign, the brand hosted an experiential launch event at Somerset House in London last night (November 23), where attendees were able to meet a host of the life rich individuals and experience the brand's philosophy first-hand. The experiential launch event included an immersive 4D cave inspired by British deep cave explorer, Robbie Shone. Guests entered an ‘underground cave’ experiencing the same conditions and environment brought to life in the short-form brand documentary produced with the Discovery Channel. The event invited guests to discover more about the 19 individuals and also provided them with the chance to attend workshops that will provide a glimpse into the world of a Life Rich Individual.
The San Miguel brand campaign focuses on four hero Life Rich individuals including Robbie, artist in landscape Tony Plant, marine life photographer Goran Ehlme and Spanish horse whisperer Simin Nadjafi Hinrichs. Other Life Rich Individuals celebrated in the supplement will include; Valerie Cook and Tim Boffe, who transformed a Guatemalan school bus into an eco-friendly hostel on wheels, remote husky trainer Tinja Myllykangas, who chose to escape a world of commuting to lead a life in the wilderness of Lapland with her 85 strong pack of sled dogs and London pot-hole gardener, and Steve Wheen, who’s daily cycling commute inspired an urban botanical revolution.
Dharmesh Rana, San Miguel Senior Brand Manager, said of the 2016 campaign: “This has been an exciting year for San Miguel, back in 1890 the brand set out on a quest to explore the world and enrich themselves. Our activity this year has followed that pathway. Through beautifully shot films, premium partnerships and incredible stories, we have brought the brand philosophy to life. The supplement going live this Saturday in The Guardian is a testament to a year's work.”
A nationwide OOH campaign will also be activated on Friday November 25 across a mixture of premium roadside and underground sites including Chiswick roundabout and Manchester’s CityScreen Central ahead of the Guardian supplement launch. Media planning on the campaign was by OMD with communications via Clifford French.