Spanish beer brand Cruzcampo turned brand hate into brand love by exploring its Andalusian roots and embracing the extravagance of its southern Spanish heritage.

Why brand reframing matters

A brand reframe is all about shifting consumers’ perceptions of the brand by changing the way you tell its story, not by changing the brand itself.

Takeaways

• Behavioural science helped Cruzcampo reframe itself in the eyes of the consumer and address highly negative sentiment on social media.
• Celebrating the extravagance of Andalusia reflected Cruzcampo’s brand ideology – that true joy comes from being yourself and embracing who you are.
• That led to...