The "Um Beirão de Sorte" campaign for Licor Beirão aimed to increase brand consideration among young audiences during the Christmas season.
Inspired by the gripping allure of "Turn the Tide," the record-breaking Netflix series, Licor Beirão, Portugal's leading spirits brand, crafted a new saga. This journey unfolds between the idyllic town of Rabo de Peixe and the fictional, yet-to-exist Cabeça de Lobo—places separated not just by distance but by the extraordinary events that define them. While one deals with the aftermath of a major cocaine bust, the other hums with the newfound treasure of Licor Beirão.
The campaign was promoted just like a real TV series by featuring a trailer and teasers, establishing new associations between the brand and its use in cocktails, which is particularly relevant for the target audience. The integrated campaign, spanning TV, cinema, and digital platforms, significantly boosted brand performance, with sales growing by 20 percentage points compared to the previous year. It effectively attracted new, younger consumers, as evidenced by an 8% sales increase during the Christmas period and higher social media engagement among those under 34. Additionally, online traffic to the brand’s website surged by 40%, showcasing the campaign's success in enhancing brand consideration.
Agency: Mustard | Role: Creative Director/ Creative/ Copywriter
