La Crème de la Crème
Client:
RUAVIEJA (PERNOD RICARD)
Tools:
BRAND AWARENESS
DIGITAL CONTENT
POSITIONING
SOCIAL MEDIA
The Challenge:
Create a concept for the brand’s 15th-anniversary edition that generates brand awareness amongst young, modern-day consumers.
Context:
Ruavieja is a well-known brand in Spain whose most popular product is their relatively new Crema de Orujo (cream liqueur). Given its undeniable similarity to its main competitor Bailey’s, the goal of this campaign, and many others before it, was to position the brand as the original cream liqueur.
Ruavieja boasts a rich cultural history whose origins date back more than a century to one of Spain’s most famous regions, Galicia. The region of Galicia is known for its traditions, customs, cuisine, and landscapes that represent an old-fashioned lifestyle that has been all but lost with the passing of time. This unique combination of traits gives it a deeply nostalgic quality that lives in a special place within the hearts of Spanish consumers.
The idea
Galician television’s Luar is one of Spain’s longest-running television programs with more than 30 uninterrupted years on the air. In 2006, they decided to launch a ceremonial contest that honors one of the region’s most iconic symbols: the precious Rubia Gallega cows. Farmers from all over Galicia submit their best-looking cows for a chance to win that year’s Miss Vaca title and an honorary prize of 600 euros.
The segment became a popular tradition with the network and consistently attracted large television audiences to watch the event live. In recent years, the contest has gained national notoriety after enabling audiences to vote from home via polls on social media. #MissVaca has been a trending topic on Twitter for two consecutive years.
What better way to celebrate one of Galicia’s most iconic brands than by using the milk of an award-winning Galician cow for a special 15th-anniversary edition of the cream liqueur?
