Galicia Star The great winner has resulted in the National Marketing Awardsconvened by the Spain Marketing Association. The Rivera Children’s Brand has achieved a gold in the comprehensive strategy section and another in sponsorships and alliances, thus becoming the only brand that has won two golds in this edition of the contest.

The jury, composed of this edition by 20 professionals, has been in charge of evaluating the work according to some redefined criteria For the occasion. The consistency of the general strategy (20%), the degree of innovation and creativity (20%), the use of data, models and technology (25%), business results (25%) and the difficulty of the case (10%) has been considered in each category.
This edition has seven company categories in which gold, silver and bronze has been granted.

Gold in comprehensive strategy

Estrella Galicia has highlighted with his comprehensive strategy proposal, a section that values, among other things, the focus on differentiation and relevance, identification of business opportunities and the consistency of marketing actions.

It has thus imposed on the other candidates on the short list in the category: Moeve, who has achieved a money for “Cepsa transforms into Moeve”; Telefónicawho has obtained bronze for his “centenary” campaign; Mahou and Santander Bank. In the long list they also appeared Endesa, Ilunion Hotels, Iryo, the Junta de Andalucía and Suchard.

Estrella Galicia has won the gold for campaigns “The theft of the year” and “The Cabo loose plan”, Worked by the agencies IMAXE and Havas Media, with collaboration of Cyw, Youplanet, Globant, Archetype and Proximia. It is a storytelling strategy and a brand entertainment proposal that has reinforced the marketing bond between Estrella Galicia and Netflix, which goes back to the presence of the beer brand in the series “La Casa de Papel”.

The brand took advantage of the premiere of the “Berlin” series On December 29 to promote your beer. The campaign started during the retransmission of the End of the year bells in Antena 3, Sponsored by Estrella Galicia since 2012, when the theft of the necklace that Cristina Pedroche Lucia lucia was simulated.

The confusion and intrigue generated in one of the most visibility moments of the year was resolved with the issuance of a spot just after the toast, which the presenters made, precisely, with the beer of Estrella Galicia. This announcement was starring the actor Pedro Alonso, Who interprets the main character of “Berlin”, and filmed as if he spent real time during the advertising pause, showing the nervousness of the entire team for the disappearance of the jewel.

The strategy included the launch of a Special Bottle Editioncomposed of 40 million units of product with the image of “Berlin”. To make them known Storytelling and He built a narrative around the theft of jewels. With her, in addition, consumers were invited to look for prizes in the special editing bottles launched on the occasion of the premiere of the series.

Thus expanded the proposal of Brand Entertainment of both brands to promote both the drink and the content. The WhatsApp channel of Estrella Galicia where additional content was offered, and was encouraged to participate in a raffle through the rewarded bottles of the bottles was promoted.

Gold in sponsorships and alliances

In addition, Estrella Galicia has also won gold in the sponsorships and alliances, a category that recognizes collaborations between companies to create synergies that improve brand activation.

In addition to Galicia star gold, a money has been granted KFC for “the menu test”, with Netflix; And a bronze to Telefónicafor “Centennial congratulation.” For its part, Victoria beers and Insurance Pelayo They were with candidates for awards in this category. Fotocasa, Mahou, OpenBank, Solán de Cabras and the Real Theater They were part of the long list.

The gold granted to Estrella Galicia in this section recognizes, mainly, the alliance that the brand maintains with Netflix. The streaming platform has been one of the brand’s great partners in the last year, as the renowned campaigns “Theft of the Year” and “The Cabo Looso Plan” around the premiere of the series “Berlin” have demonstrated.
However, the relationship between the brand and the service dates back to 2020, when a joint campaign was launched on the occasion of the fourth season of “La Casa de Papel” and which, a year later, would also be reflected in “resistance stories.”

But the Rivera Children’s brand has carried out throughout the last year, other associations with brands, companies and entities, both in the feeding category, as in the sports and musical field, as a strategic lever to enhance its visibility and notoriety, as well as its innovation.

In recent months, among other things, Estrella Galicia has developed, on the occasion of Christmas, a special beer from the nougat brand The almond tree; while it created a nougat with the black beer of the brewer. In addition, he has also launched a bread made with his gluten -free beer next to the bakery Leon The Baker.

Also, Estrella Galicia is a brand with a strong commitment to the Sports sponsorship, which exercises mainly through its 0.0 variety. In the football field, he is a sponsor, among others, of the Celta de Vigo or Real Valladolid clubs, and has also been present in the final of the Copa del Rey 2025.
It also bets on motorcycling, and is a partner of the Moto GP competition, with special support to the pilots Marc Márquez and Oscar Piastri.

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

• Estrella Galicia receives the National Marketing Grand Prize
• Rosa Tous is chosen as best business leader
• Kyndryl has the best marketing team
• Majorica wins gold in brand construction
• 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