Premium lager brand Estrella Damm will be advertised in cinemas as part of an eight week placement and sponsorship deal negotiated by media planning and buying agency Arena.
The cinema and sponsorship deal forms part of an £1.85m integrated campaign that will cover TV, video on demand, cinema, press, sponsorship and online content.
The 30 second cinema campaign runs from today (Friday 13 June) at Pearl & Dean’s smaller art house cinemas, alongside full bar sponsorship of Luna Cinemas, who specialise in screening films at historic, cool outdoor locations.
Genna Burchell, brand manager at Estrella Damm, commented: “This is an intricately planned integrated campaign and we are really looking forward to engaging with our target audience across new platforms. The campaign perfectly communicates the Estrella Damm lifestyle – making the most of the summer and time spent with friends – and we are excited about introducing more people to Estrella Damm.”
Arena MD, Henry Daglish, added: “Estrella Damm is the fastest growing premium lager in the UK. It’s a hugely popular product and our sponsorship and placement deal, as well as the wider integrated campaign, will ensure that by specifically targeting its core market via carefully planned media, the brand continues to retain its premium position in the UK.”
Other campaign elements – targeted at an ABC1 male 18-34 year old audience – include a Time Out wrap on Tuesday 17 June and a Time Out content hub encompassing a guide to all things Mediterranean in London with links to Mediterranean restaurants and shops, videos and interviews with top Mediterranean chefs.