Brand: Pernod RicardAgency: Leo BurnettCountry: Spain
How do you get people to drink more of something they're drinking less of, from a brand few people are aware of? This was the challenge facing Ruavieja: a little-known Spanish alcoholic digestive caught in a world actively turning away from slow paced tradition.
In Spain, it is common to take a digestive liquor like Ruavieja after lunch or dinner to make the moment last longer with the people around you. However, in a constant state of rush and time perceived to be scarce, people are...