El Subidón by Soberano

The Soberano brand is percieved as a macho and old-fashioned brand. The objective was to reposition Soberano in an environment opposite to the one it used to inhabit. Therefore, we decided to direct the brand to a young, social target that enjoys frequenting bars with friends. We changed the method and moment of consumption, turning it into a ritual: the Subidón to magnify those small day-to-day celebrations. Campaign actions were designed in different phases, strategically designed to impact the target in the most effective way. A rebranding was carried out, changing from the corporate visual image, to the packaging and all the aspects around the drink. A transmedia campaign created to surprise and communicate in different ways than we are used to.

Students: Alberto Luengo, Carmen Macho, Daniel Peñaranda, Marc Rodríguez, Génesis Valderrama.