San Miguel's thought provoking campaign asked drinkers across the UK a simple but powerful question: what does it mean to be rich?
Based on a strong consumer trend that sees focus shift from material possessions to a desire to have richer life experiences, the latest iteration of San Miguel’s campaign launched on the same day as The Sunday Times Rich List to disrupt traditional perceptions of wealth.
The brand platform, now in its third year, helped to catapult San Miguel into the rarefied company of brands selling over a million hectolitres of beer.
