A Larios gin and tonic and a torreznos tapa is the particular gastronomic combination popularized by the “Paquita Salas” series and that the brand is now rescuing in its new advertising campaign. Javier Ambrosi and Javier Calvo, creators of the iconic character, star in the communication with which Larios intends to strengthen his ties with culture and bars.
“Larios y torreznos” was designed by the PS21 agency and conveys the integration of the pairing between drink and gin in the brand’s offering. The directors and scriptwriters are the prescribers of the message, whom he presents as authors of the gastronomic crossover, and of the “Mediterranean Spirit” platform, through which Larios is claiming spontaneity and linking himself to local culture.
The piece, produced by La Buena Gente, shows Los Javis ordering a gin and tonic at the bar of Madrid’s Carbones 13 bar. They are surprised to receive a plate of torreznos as an accompaniment and, in a humorous way, they claim to be the authors of the combination and claim the rights to the idea.
The piece has been published on Javier Calvo’s Instagram profile and on Larios’ digital channels.
This scene captures the cultural reference on which the campaign is based:
The spot includes “La Ruta Larios y Torreznos”, a list of establishments where the combination of products will be available until next April 26. You can taste a selection of 65 bars in Madrid, Barcelona, Valencia, Alicante, Malaga and Seville. In addition, the brand assures that it will create a pack to enjoy at home that can be purchased soon through Amazon.
The campaign will include other executions that will give continuity to the proposal and will have the waiter who appears alongside Los Javis as a central prescriber. There will be four different pieces in which the gastronomic combination will be validated by appealing to everyday situations and conversations at the bar.
The first of them has already been published on Larios’ profile on Instagram.
“Larios, as Spain’s No. 1 gin, has always been present in bar culture“; said Patricia Augustin, Senior Brand Manager of Suntory Global Spirits, in a statement. “With this campaign we remember it with a very personal gesture that is already part of popular culture, Larios y Torreznos, turning it into a real experience at the point of consumption”.
