Challenging premium beer drinkers to question the meaning of wealth

San Miguel's thought provoking campaign will ask 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 provoke and challenge audiences.

Through an integrated campaign including cinema advertising, VOD, experiential and a press partnership with ESI Group (Evening Standard and Independent) & Hearst (Elle, Esquire); San Miguel will challenge world beer consumer’s pre-conceptions of wealth and encourages them to ‘find their rich’ - which they’ll do via social media and a series of experiences in major cities.

To launch the campaign in the capital, San Miguel took over the Evening Standard and ran a series of OOH projections in provocative locations. Tactical digital ad placements including around content on The Sunday Times Rich List further challenged consumer perceptions of the true meaning of wealth.




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