From Ana Obregón or José María Íñigo to Cristina Pedroche or Chicote, Estrella Galicia has been appearing on television for a decade together with New Year’s Eve icons.
Estrella Galicia carries 10 years starring in the toast after the Chimes on the televisions of our country. And this year, it couldn’t be less. The beer brand has announced that it will accompany viewers of Antena 3, La Sexta, Telecinco, Cuatro and Televisión de Galicia (TVG) in one of the great television moments of the year.
As early as December 2012, Estrella Galicia announced for the first time that it was starting a risky advertising bet. With the aim of approaching consumers with a new proposal on New Year’s Eve, it made a pioneering appearance during the Live broadcast of the Chimes. It was about one very groundbreaking initiative, even controversial for some, in the framework of a television event especially attached to traditions.
José Cabanas, Chief Marketing Officer of the company, then commented that “Estrella Galicia is always ready to look for new formulas give a spin to the traditions. We try to break the mold, Estrella Galicia is a different beer and even in the most traditional there is a different way of doing things ”.
The success of this initiative was immediate. As pointed out Santiago Miguélez, Marketing Director of Hijos de Rivera in Spain, “After a decade, we have managed to establish new traditions around the time of the Chimes. Year after year, Estrella Galicia continues to be one of the most remembered brands of our New Year’s Eve thanks to an innovative advertising model that opened the doors to new formats ”.
Furthermore, this proposal, conceived and developed in collaboration with the agency Ymedia-Wink obtained important awards from the sector. One of them was the recognition in the Ibero-American El Sol Awards for its differentiating vocation and the paradigm shift that it led.
Ramón García gave the Chimes in streaming with Estrella Galicia
The innovative trend of the brand continued with new ideas in later years. as in December 2017 when the popular television presenter Ramon Garcia was in charge of give the grapes through the social networks of the brewery. On that occasion, it was about exploring new media and reaching out to new audiences during that great moment of the year.
The exploration of differential formulas for approaching the consumer has been a trademark of the house. Estrella Galicia has surprised everyone with original and eye-catching advertising proposals in which some of the best-known faces on the small screen have participated. The Estrella Galicia campaigns carried out during the Campanadas have had names ranging from Ana García Obregón, Mayra Gómez Kempt, José María Íñigo, Paula Vázquez The Manuel Manquiña up to the current ones Cristina Pedroche, Alberto Chicote, Carlos Sobera The Paz Padilla, among others.
Audience record in 2020
The night of December 31, 2020 set a historical record with 22.3 million viewers in TV at midnight. 94% of the population was following the Chimes, with an average audience of 21 million viewers. Antena 3 achieved the most followed broadcast in the history of private television. Cristina Pedroche and Chicote managed to reach more than 6.1 million viewers in the last minute of the year.
In total, more than 9.1 million viewers received the year toasting with Estrella Galicia. And this year, although the strong competition from televisions with the new platforms will foreseeably cause audience drops, the beer brand expects millions of Spaniards welcome back the new year with the now traditional Estrella Galicia toast.
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Source: Marketing Directo by www.marketingdirecto.com.
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