CHALLENGE:

To launch a new craft beer into one of the most competitive markets like Spain, with a low budget.

As a craft beer, Mustache has a strong flavour while Spanish are used to drinking softer beers.

OBJECTIVES:

- To increase brand awareness.

- To communicate its product benefits.

STRATEGY:

To transform product attributes (heavy taste) into positive through a different and unique campaign that generates brand bonding and a great buzz (earned media).

EXECUTION:

In 1942, the Spanish dictator Franco changed the time zone of Spain from the Greenwich meridian to the Berlin one in a sign of sympathy for Hitler. As a consequence, Spanish has the biological rhythm changed: they wake up, eat and leave work later than Europeans, so unfortunately, they have less leisure time, which makes them drink beer faster and in smaller formats.

This is why the craft beer Mustache launched the initiative:

"IT’S TIME NOT TO CHANGE THE TIME"

It encouraged Spaniards not to change the time on 29th of March to be aligned again with the Greenwich meridian.

To present the initiative, Mustache launched a documentary film to present the initiative (that was sent to media and main influencers in Spain). It could be watched in a microsite where it was explained why not to change the time, and Mustache’s benefits.

OUTCOME:

- Major Spanish media echoed the initiative.

- Mustache sold out on 30th March.

- 65% of Spaniards support the initiative.

- It is being discussed in the Parliament.

In 1942, the Spanish dictator Franco changed the timezone of Spain from the Greenwich meridian to the Berlin one in a sign of sympathy for Hitler. As a consequence, Spain has had its biological rhythm changed: they wake up, eat and leave work later than Europeans, so unfortunately, they have less leisure time, which makes them drink beer faster and in smaller formats.

This is why the craft beer Mustache launched the initiative:

"IT’S TIME NOT TO CHANGE THE TIME"

It encouraged Spaniards not to change the time on 29th of March to be aligned again with the Greenwich meridian.

To present the initiative, Mustache launched a documentary film to present the initiative (that was sent to media and main influencers in Spain). It could be watched in a microsite where it was explained as to why it was important not to change the time, and Mustache’s benefits.

MAJOR SPANISH MEDIA ECHOED THE INITIATIVE

The initiative was covered on TV, print, radio and Internet. The earned media is valued in more than 500,000 € (Equivalent Cost/GRP).

MUSTACHE WAS SOLD OUT THE WEEKEND OF THE TIME CHANGE.

The demand generated exceeded expectations, generating orders that cover the production of one month and a half.

A 65% OF SPANISH IN FAVOUR OF THE TIME FOR CHANGE.

Before the campaign just few people knew about the problem, and after the campaign 65% of Spaniards support the initiative.

OUR TIME CHANGE PROPOSAL IS BEIGN DISCUSSED IN THE PARLIAMENT.

An it has the support of most of political parties!