Galicia Star has been recognized with the Grand Prix in the National Marketing Awardsconvened by the Spain Marketing Association. The Rivera Children’s brand achieves the highest award awarded by the jury and recognizes the use made by Marketing Star of Marketing as a growth engine.

In addition, the brand has obtained two golds: in Comprehensive strategy for the campaigns “The theft of the year” and “The Cabo Lasto Plan”; and in Sponsorships and alliancesfor his collaborations with El Almendro, Leon The Baker, or Netflix, or his sports sponsorship through his 0.0 variety of football teams such as Celta de Vigo or Real Valladolid, and in motorcycling to the motorcycle GP competition or the pilots Marc Márquez and Oscar Piastri, among others.

The top award of these awards recognizes the Marketing strategy of a brand that has starred in the conversation for more than a year and that has made communication and advertising, as well as collaboration, sponsorship and distribution, the bases of both its cultural relevance, as well as its presence in the market.

Estrella Galicia, Netflix and the theft of the year

Among the works valued by Estrella Galicia, campaigns are “The theft of the year”, And its continuation, “The Cabo Lasto Plan”, worked together with the IMAXE, Havas Media, Cyw, Youplanet, Globant, Archetype and Proximia agencies. The strategy has continued to build on the established link between Estrella Galicia and Netflix, which dates back to 2020, but is inherited from the presence of the beer brand in the series “La Casa de Papel”.

In this sense, Estrella Galicia found in the premiere of “Berlin”, the sequel to the emblematic production, an opportunity to continue developing andThe link with the platform And at the same time, Gain notoriety and consideration Among fans of the fiction universe and consumers.

Taking advantage of the premiere of “Berlin” on December 29, 2024, Estrella Galicia made the bells, which sponsors since 2012 in Antena 3, the perfect context for the start of its strategy. He simulated during the retransmission the theft of the necklace that Cristina Pedroche Lo Brand Storytelling.

The strategy included, among other things, the launch of a Special Bottle Edition, Composed of 40 million units of product with the image of “Berlin”, the development of a content strategy, communication through different channels – including WhatsApp – as well as raffles and promotions.

It is not the first recognition achieved by this strategy. It was also awarded in the 2024 efficacy awards, convened by the Spanish Association of Advertisers, with a gold in the best integrated campaign category, a more original and disruptive strategy silver and also the Grand Prize to Effectiveness.

Galicia star marketing

The brand has also highlighted in this edition of the National Marketing Awards thanks to its commitment to the field of sponsorships and alliances. In addition, the relationship established with Netflix, and worked for more than five years, the company has launched other associations that have promoted product innovation, such as those promoted together to El Almendro either León The Bakery; or its link to new territories and audiences, as is the case of Sports sponsorships in football or motorcycling.

On the other hand, one of the bets that have characterized the Marketing of Estrella Galicia is the launch of Special Editions of his beer to pay tribute to the different regions of our country and their cultural wealth. It is a movement that seeks the consolidation of Estrella Galicia throughout the Spanish territory, and not only in its homeland, and among the preferences of Spanish consumers.
Belares Islands, Andalusia, Valencia or Catalonia have been some of the autonomous communities that have inspired special editions, with rolls of millions of units.

One of the most recent examples of this was the campaign “There are recipes that are not touched”, Designed by the Imaxe agency, and with which the brand paid tribute to the Valencians, to their traditions and the passion with which they defend their recipes. To do this, Estrella Galicia made believe that he diversified his portfolio of products with the launch of a broth for Paella.

Estrella Galicia has also innovated in Brand experience. This same year he launched “La Enciclobirra”, a “drinkable encyclopedia” whose intention was to disseminate beer culture. It is a collection of 27 bottles, each of them with a letter of the alphabet on its label and the definition and explanation of a beer term. The initiative invited Mega, the Galicia Estrella Museum.

The Consumer experience It has also been the focus of the Marketing and Innovation strategy of Estrella Galicia. With Huebox, a domestic use dispenser, the brand has sought to enhance the consumption of its beer at new moments and contexts, contributing value in the brand relationship.

Marketing has also found in sustainable efforts of the company a reason to communicate and connect with consumers. A year ago Galicia announced the achievement of certificate B Corp, granted by B Lab Spain, with a campaign in which it was presented as “Cerbza”, instead of “beer.” It has also strengthened loop with the hospitality with the design of chairs and terrace tables with recycled materials.

All this approach, which is articulated under the concept “resistance” And that reflects the fight of the brand against the standardization of beer, the recognition of the sector has earned Estrella. In addition to its awards in the Effective Awards, and now in the National Marketing Awards, the “The theft of the Year” campaign was highlighted in the Agency Scope in Scopen, as was also children of Rivera as one of the most admired companies in Spain for its marketing.

Here you can expand our editorial coverage on the National Marketing Awards 2025:

• Rosa Tous is chosen as best business leader
• Kyndryl has the best marketing team
• Majorica wins gold in brand construction
• Estrella Galicia stands out for its comprehensive strategy and sponsorships
• An AI solution for corporate trips gains customer experience
• Sanitas stands out for innovation in its value proposition
• Calvo takes a gold for its advertising and communication
• Ikea wins gold for its sales strategy