Bad Bunny says in one of the great hits of his last album that he should have taken more photos. Brugal says just the opposite in his new communication platform, “The Night of Truth,” an invitation to embrace genuine spontaneity and free oneself from the tacit imposition that leads us to document everything to show others that we are enjoying ourselves.
The rum brand claims a more authentic way of living experiences in the face of posturing, excess content and the constant search for interactions on social networks. It does so in line with its brand essence, one that it has defended for decades and that is based on offering an honest product, faithful to quality and with a natural character and without artifice.
Brugal seeks to connect with an increasingly present cultural conversation
The first materialization of the positioning is “You have to shoot fewer photos”, the first advertising campaign created by the agency Fuego Camina Conmigo for the brand. With it, Brugal connects with an increasingly widespread cultural conversation around the need to document everything that is done and how that distances people from true enjoyment.
The advertisement, produced in Canada, reflects that need through an original song that covers scenes that have become common on party nights. Photos in the elevator, in the taxi, in line at the nightclub, of what you eat, what you drink, or even of people you don’t know. The mobile phone screen is constantly present, a visual metaphor for how the impetus to photograph and record everything can distance us from the real experience.
“In a world where we take more and more photos, videos and stories, we thought it appropriate to remember something very simple: the best nights are usually the ones that are enjoyed the most and least documented.“commented Ignacio del Carre, Marketing Manager for Brugal at Suntory Global Spirits, via LinkedIn. “That’s why ‘You have to take fewer photos and really enjoy’ was born. An idea that connects with a very current tension and with something that we deeply believe in at Brugal: what is genuine is always enjoyed more.“.
Brugal’s message is reinforced with a new brand closure, “What is ours is true,” which transfers the brand’s philosophy of authenticity to both the product and its way of understanding enjoyment. The expression also has implications that appeal to the brand community, to a shared way of living each moment fully and without complexes.
“The best nights are those that are enjoyed, not those that are taught”
“Let’s stop taking out our cell phones to take photos and videos at concerts, festivals and clubs, because the best nights are the ones that are enjoyed, not the ones that are taught”; said Beatriz Martín de la Peña, Brand Manager of Brugal, through LinkedIn. “Brugal has been making its rum since 1888 in the same way, so that we can truly enjoy it.“.
The campaign is launched after a teaser phase in which, precisely, the brand has sought to sow reflection on the social trend of documenting everything. To do this, they have counted on the influencers Abril Cols, who wore a t-shirt with the message “You have to take fewer photos,” which gives the campaign its name. The action was also amplified by other content creators, such as Nuria Marín.
Following this, the main spot has been launched, which will act as the main axis of a multi-channel strategy that will include executions on social networks, digital media, collaborations with content creators and outdoor advertising. Over the next few months, the campaign will feature other drops associated with summer and will bring Brugal’s message to specific moments of consumption, such as parties and nights. Media planning is carried out by Dentsu.
