Cruzcampo: Heavily Accented

Cruzcampo, a beer brand, resurrected Lola Flores on her anniversary using deepfake technology for their campaign in Spain to recover its iconic brand status, grow brand power and return to being a category leader.

Executive summary

Cruzcampo is the beer of southern Spain, a brand with soul and 116 years of history, really loved for some and hated by others…

The brand needed to recover its strength, and its iconic power, launching a cultural phenomenon campaign that could move the brand two steps forward.

We used Behavioral Science to help us find the strategic territory ‘Proudly different’, which allowed us to place the value on being proud of being the way we are and doing things the way we do them. From this territory, we came up with the brand idea for the next...

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