La Casera is the most famous fizzy drink in Spain.

From 1949 on, all of Spain had La Casera with lunch, and the brand became a national icon. But in the 90s, sales fell. Generic brands and modern soft drinks entered the market. Suddenly La Casera was for old folks.What we realized, though, is that La Casera reflects the optimism and naturalness of the Spanish people – old, young and in-between. All we needed was a communication platform that was equally representative of Spanish society.Introducing “13, Rue del Percebe”: Spain’s most famous comic. Since 1961, this block of flats has housed the entire cross-section of Spanish society: a concierge, a shopkeeper, lodgers at a boarding house, a veterinarian, a mad scientist and his son, a widow, a divorcée and her wild triplets, a thief and his wife, and – on the roof – a deadbeat debtor. These are the perfect spokespeople for our messages: genuineness, refreshment, flavours, formats, mealtimes, 0 calories, etc…

TV: The landmark union of La Casera and “13, Rue del Percebe” was announced in a cinema trailer and a 90-second TV premiere that kicked off the campaign. After that came sixteen commercials of 20 and 30 seconds in length. (All directed by award-winning Spanish director Javier Fesser.)Digital: Launch trailer announcing the broadcast date.

“PedazoInventoLaCasera.es” website.

“Apercebate” application that let users turn their photo into a character from the comic and upload it to their facebook profile.

YouTube channel with more than 200,000 views.PR: The campaign launch was also announced in a press conference given by Javier Fesser (Movie Director), Francisco Ibañez (Creator of the Comic) and Javier García Monserrat (Creative Director).Outdoor: trams, buses, building wraps, bus shelters, 6-sheets.Trade: Point-of-sale, promotions, hostess activities, photocall with characters from the comic.HoReCa: tablecloths, menus, sidewalk menu boards, coasters, napkin-holders.

La Casera sales and brand awareness had been steadily declining for 20 years, primarily due to the entry of generic brands onto the Spanish market. However, thanks to its new campaign, La Casera was able to check falling sales and boost brand awareness.In fact, a post-campaign study carried out by MillwardBrown showed that the brand’s health had greatly improved in the areas of brand awareness, ad awareness, consideration, conversion and brand loyalty.