The brand strategy for San Miguel’s advertising is based on the brand idea: “Passion Beyond Reason” – San Miguel is the beer associated with Authentic Spanish Passion.For our promotion, we looked for a way to extend this idea below-the-line.We found it in Football!San Miguel sponsor the UK TV coverage of La Liga – the Spanish Premier Division. The Spanish are intensely passionate about their football. So our promotion offered UK drinkers the chance to “Experience the Spanish Passion for Football with San Miguel”

1) We have increased the number of pubs and bars stocking San Miguel by 450 – that’s a 10% increase.2) In pubs and bars that ran our promotion we saw an increase in sales of 12% compared to those pubs and bars that did not run our promotion.3) By the end of 2005 volume sales of San Miguel in pubs and bars were up 24% versus a decline of -4 for the overall Premium Lager category.4) All of this was achieved by aligning with and reinforcing the San Miguel brand idea: “Passion beyond Reason.”