THE BRIEF

Develop a campaign that drives awareness of San miguel over the summer, to support trade distribution and consumer sales. Identifying sundown as a key occasion for the brand, the campaign needed to encapsulate the Spanish zest for life and love of adventure in order to authentically bring the brand to life.

APPROACH

We set out to build an experience that bottled the spirit of the brand – creating a multi-sensory campaign that helped consumers associate San Miguel with the magic of golden hour.

The idea: own the sundown and make it synonymous with San Miguel.

EXECUTION

We launched Casa San Miguel – a stunning, finca-style villa in Ibiza – as the ultimate destination to enjoy a premium Spanish beer at sunset.

The nine-week activation offered guests a curated three-day itinerary featuring mixology masterclasses, live music, sunset boat trips, and al fresco dining. Full Fat led end-to-end delivery – from concept and production to media, social, and influencer amplification.

RESULTS

Reached millions - 28.6M reach across press and influencer coverage

Drove awareness - 60+ influencers and press hosted at Casa San Miguel

Engaged consumers - 188k competition entries

Boosted sales - +8.2% off trade sales in just 12 weeks

"The Full Fat team successfully brought to life Casa San Miguel, perfectly encapsulating the brand's Spanish provenance for consumers, media and influencers to enjoy in the most idyllic setting. Showcasing their extensive network Full Fat delivered a fantastic campaign from end to end."

Dharmesh Rana, Director Of Marketing Premium Brands, Carlsberg Marston’s Brewing Company