Licor Beirão tapped Netflix's hit Rabo de Peixe to reach younger drinkers and expand usage occasions, driving +20pp growth and +8% value sales in a mature market.
Business Problem
Licor Beirão, a heritage liqueur brand in Portugal, sought to grow relevance and mental availability among younger consumers during the high-consumption Christmas period - a cohort less likely to drink spirits neat or on ice.
Licor Beirão, a heritage liqueur brand in Portugal, sought to grow relevance and mental availability among younger consumers during the high-consumption Christmas period - a cohort less likely to drink spirits neat or on ice.
Creative Solution
To build new category entry points and refresh memory structures, the brand tapped into the cultural momentum of Rabo de Peixe (Netflix’s breakout Portuguese series) with a spoof trailer featuring Beirão’s distinctive assets. The campaign framed the product in modern, relevant contexts — cocktails, festive consumption, and even culinary use, helping position the brand as more versatile and contemporary.
Results
The campaign delivered 6000 shares and a business impact of a +20pp increase in growth vs. the previous year (Nielsen retail data, Nov–Dec), translating to an +8% uplift in value sales.
To build new category entry points and refresh memory structures, the brand tapped into the cultural momentum of Rabo de Peixe (Netflix’s breakout Portuguese series) with a spoof trailer featuring Beirão’s distinctive assets. The campaign framed the product in modern, relevant contexts — cocktails, festive consumption, and even culinary use, helping position the brand as more versatile and contemporary.
Results
The campaign delivered 6000 shares and a business impact of a +20pp increase in growth vs. the previous year (Nielsen retail data, Nov–Dec), translating to an +8% uplift in value sales.
Agency: Mustard | Role: Creative Director/ Creative/ Copywriter
