How A Spanish Beer Brand Uses Art To Sell Their Brew
Estrella Damm, a Mediterranean beer brewed in Barcelona, Spain, and a favorite beer of Spanish natives and tourists alike, has created a new campaign that trades the traditional advertisement for a short film that highlights the brand.
The short film combines Spanish talent Alejandro Amenabar with Hollywood superstar Dakota Johnson to tell the story of how people from all over the world can come together over food and drink - regardless of language or background. In this blog, Hollywood Branded takes a deeper look at the beer brand's new celebrity endorsement and how they are using it to appeal to a global demographic.
Who Is Estrella Damm?
The Spanish beer brand Estrella Damm is a common sight in Spain - almost every bar or restaurant serves it.... It is comparable to Budweiser in the United States.
However, they have never before launched a campaign of this size or scope. Enlisting award-winning Spanish director Alejandro Amenabar as well as Fifty Shades Of Grey’s Dakota Johnson to star in the short film “Vale,” they tell a romantic story of young and passionate travelers.
The short film was first released in Spain last summer to high accolades and racked up over 10 million views. It has recently been teased in trailers released across the UK where it will be released soon and will undoubtedly be shared around the world.
The Story
Dakota Johnson plays a young American with wanderlust traveling to the island of Ibiza. While there, she catches the eye of a very handsome young Spaniard, Victor (Quim Gutierrez).
Played out in the style of a classic romantic comedy, the couple are drawn to each other but run into bumps along the way due to the fact that neither speaks the other’s language.
Ultimately, the story is about breaking down barriers and having a brave and adventurous spirit despite being in an unfamiliar place where you don’t speak the language or know the culture. Despite this, they can still get together and enjoy moments over food and, say, Estrella Damm beer. Check it out:
Star Power Both Domestic And International
The Director: Alejandro Amenebar is a beloved and extremely talented Spanish filmmaker, composer and screenwriter. He has won several Spanish film awards as well as a Best Foreign Language Film Academy Award for his film The Sea Inside in 2004. By picking someone with so much respect in the film community to helm the project, the company is again showing its dedication to national talent as well as artistic integrity (they also sponsored the London Spanish Film Festival in 2007.)
The Actress: Dakota Johnson takes the starring role in the short film, a choice that will no doubt receive American attention, especially from fans of her Fifty Shades series.
The Actor: Opposite her is the Spanish heartthrob Quim Guiterrez who made waves after winning the Goya Award For Best New Actor in 2006 and has been seen in films and campaigns ever since.
By taking advantage of Hollywood star power as well as familiar faces, the Spanish brand is appealing internationally without alienating their current demographic.
How A Campaign Impacts Brand Image
While being incredible popular in Spain, Estrella Damm has not had massive success in the international markets. Yet this artistic film seeks to change that, being first released in the UK and expected to be released in the US shortly thereafter.
The American girl traveling the world is an exciting and romantic story for many in the United States as well as other English-speaking countries such as the UK. Estrella seeks to use this non-traditional short film medium to appeal to a young but sophisticated audience all over the world.
The next step they should be considering? In our opinion, product placement, specifically targeted in films and TV shows targeted to the millennial.
How Can Your Brand Use The Power Of Celebrity?
Before you spend another dollar on traditional advertising, consider how you can leverage the power of celebrities as part of your marketing campaigns. Our video provides answers to combat common advertising challenges marketers face daily! Also check out some other celebrity endorsement campaigns on our blog!
