Cruzcampo is one of the most popular beers in Spain but is a very controversial brand. It is adored in the South of Spain, but its reputation is extremely bad in the rest of the country. It has been caricatured in the social media where sneeering the brand is a mass phenomenon.

The brand needs to reverse this image crisis and decides to renew its packaging, launch a new product and a new repositioning. This is the excuse to create a campaign with the objective of curbing the perception of low quality of the brand.

Cruzcampo’s – beer brand – famous hater is unable to write a tweet. He has realized that the brand he so ridiculed, now likes. The new Cruzcampo beer has left him without arguments. And suffer for it. Throughout the film we will see the metamorphosis of the character of hate for the brand to love. Until you get to obsession.

Our idea turn on the transformation from hate to love of a Cruzcampo hater. A hater enters into an inner conflict once he discovers our new beer. His attacks on the brand are now unjustified. The new Cruzcampo not only likes it, it is becoming an obsession. A piece dismantles the absurd hate to the brand and encourages people to release their prejudices about it through parody and irony.

We have reached +20 million positive comments on record time. And our perceived quality increased exponentially.

The most shared campaign on the brand´s history.

Negative comments down from 45% to only 14%

Sales up more than 200%

Cruzcampo is one of the most popular beers in Spain but is a very controversial brand. It is adored in the South of Spain, but its reputation is extremely bad in the rest of the country. It has been caricatured in the social media where sneeering the brand is a mass phenomenon.