Cervezas San Miguel in Italy

How to make an international campaign land naturally and make it work in the Italian market

Background

Cervezas San Miguel established “Here’s to the Seekers” as their international brand concept…

Background

Cervezas San Miguel established “Here’s to the Seekers” as their international brand concept and needed to make it work across markets within Europe, taking into consideration its original meaning in English and how this should not be altered when activating campaigns in other countries and languages.

Our work

We understood the nuances of the concept in English and came up with a nice localisation that would transmit that seeking spirit of the brand persona to the Italian consumer. And this is how “A chi ha sete di scoperta” was born. 


To bring this to life in Italy, the client wanted to test it through POS activations in bars and restaurants of two cities: Milan and Rome. We created a promo using codes the consumer received in exchange of product purchase, that were redeemed on a website, designed and produced decoration materials with the promo mechanics, as well as the prizes, designed and developed the website, 
and managed the activations with the POS owners and staff.



Clients

Mahou-San Miguel

Category

FMGC

The Keys

International Campaign Localisation
 POS Activation
 Media Planning & Buying
 Creative Design
 Promotional Website
 Consumer Promotion
 Digital Advertising
 Campaign Management

The results were phenomenal.

3.616

Website visits

294

Participants

14

POS involved

+60k

Video views 
from local users (Milan)

Related Projects

See portfolio

Client

Mahou-San Miguel

The Keys

Media planning 
& buying

Category

FMGC

Background

Cervezas San Miguel had established “Here’s to the Seekers” as its international brand concept and needed to activate it consistently across European markets.

The challenge was to preserve the meaning, tone and personality of the original English concept while ensuring that it felt natural and culturally relevant to Italian consumers. A direct translation would not have been enough. The campaign needed a local expression capable of transmitting the same sense of curiosity, discovery and openness associated with the brand.

Atlas analysed the strategic meaning behind the original platform and developed the Italian localisation “A chi ha sete di scoperta”. The adaptation retained the brand’s seeking spirit while introducing a wordplay around thirst that felt relevant to both the product and the Italian audience.

The concept was first tested through point-of-sale activations in bars and restaurants across Milan and Rome.

In this case, Atlas managed an international food and beverage marketing campaign in Italy, combining centralised brand strategy, local campaign adaptation, POS activation, digital development and consumer engagement to make Cervezas San Miguel’s global positioning work naturally in the Italian market.

Our Work

Atlas Marketing Studio adapted the international brand platform and transformed it into an integrated consumer promotion for the Italian on-trade market.

Our work included:

  • Strategic analysis of the international concept “Here’s to the Seekers”
  • Linguistic and cultural localisation for the Italian market
  • Development of the campaign line “A chi ha sete di scoperta”
  • Design of the promotional mechanics
  • Coordination of activations in bars and restaurants
  • Management of relationships with POS owners and venue staff
  • Development and production of point-of-sale materials
  • Design and production of campaign decoration
  • Creation and development of promotional prizes
  • Website design and development
  • Integration of unique promotional code redemption
  • Consumer journey planning from product purchase to online participation
  • Digital and video campaign support
  • Campaign implementation in Milan and Rome
  • Performance monitoring and campaign coordination

 

Consumers received a promotional code after purchasing the product at participating bars and restaurants. The code could then be redeemed through a dedicated website, turning an on-trade purchase into a measurable digital interaction with the brand.

The physical materials, promotional mechanics, digital platform and prize system were designed as one connected campaign ecosystem. This ensured that the global brand idea remained consistent while every touchpoint felt appropriate for the Italian market.

The results were phenomenal.

3.616

Website visits

294

Participants


14

POS involved

+60k

Video views from local users (Milan)

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