The popular figure of the sideman has gained weight as an advertising medium and marketing asset over the last few years. Viver Kombucha has already used it to promote its drink in our country, while Hellmann’s turned it into a “mayonesero” in Argentina. Now Cruzcampo also relies on it to pay its own tribute and, at the same time, reinforce its Andalusian identity.

The brewery has created the Cruzcampo Latera Society to celebrate those who for generations have brought cold drinks to bathers on the seashore and flood the beaches with their voices and songs. The action, developed together with the agencies Ogilvy Spain, Dentsu StoryLab, Dentsu X and NTeam, is part of the “Con mucho accent” platform, launched in 2021.

Thus, Cruzcampo’s summer campaign gives prominence to the sides of the Andalusian coast, which it considers an inseparable part of the summer period. The brand has brought together authentic lateros to tell and give voice to their stories, their work and their role in the beach experience and in the memories of generations of vacationers.
The spot features, among others, Ricardo Parralo, who has spent more than a decade visiting Santa Catalina beach, in El Puerto de Santa María; or the brothers José Manuel and Patricia López Candón, third generation of a family of lateros on the beaches of Cádiz.

“For Cruzcampo, the accent is not just a way of speaking, but rather a way of doing things. The lateralos have been making their proclamations part of the soundtrack of our beaches for years, each with their own rhythm, their way of calling people and their own way of connecting with them.“; commented explains Laura Pérez Gasparri, brand director of Cruzcampo, in a statement from the agency. “There was no need to invent a summer song for them, because they already had theirs: they just had to celebrate it as it deserves.”.

Beyond communication, Cruzcampo claims to have designed a special car for lateros, branded with their identity, and created in collaboration with lateros licensed for street vending. He explains that they are designed to respond to the real needs of the trade, which can involve loading up to 300 cans, moving across the sand or mobility when the tide rises.

In addition, the brand has equipped the collaborators with clothing adapted to the particularities of the work. This includes a cap or white clothing, mandatory for those who practice in Cádiz capital. The members of the Latera Society of Cruzcampo will be present on different beaches on the Andalusian coast.

The action is communicated through different multi-channel executions. This includes an outdoor advertising campaign with mupis and the deployment of a large-format banner in Cádiz.

On the other hand, the voices of the lateros will be protagonists in audio pieces on Spotify, created from samples of the “sings” of the lateros themselves. Likewise, the campaign will be amplified on social networks by content creators Adrián Madrid and Dani de Jorge.

The strategic capitalization of the figure of the side allows Cruzcampo to enhance its presence on the beaches of Andalusia, an environment with few conventional advertising locations. Instead of looking for new supports, the brand relies on those who are part of the Andalusian summer experience and thereby emphasizes its cultural link with the region.