How Heineken used Andalusians’ extravagance to reframe Cruzcampo

Genevieve Silk

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

It’s summer in Seville, the sun is beating down and the thermometer creeps over 30°C … what could be more refreshing than an ice-cold beer like Cruzcampo? Or so Heineken Spain believed. Why then, was the brand plagued by 40% negative sentiment on social...

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