“Open it only if you are going to stay” is the label that will wear the bottles of RUAVIEJA, Because your liquor is designed for great moments, for those with the ability to change things. This is communicated by the Galician brand in its new campaign, “A flavor to stay”, with which it begins a new positioning.
By the hand of the creative agency Ogilvy, The Pernod Ricard badge leaves aside the emotionality that has characterized its advertising communication so far, marked by “the time we have left”, devised by Leo Burnett in 2018, and “we have to see ourselves better”, devised by Sioux & Cyranos in 2021, and approaches humor to start a new direction.
Ruavieja, however, does not forget his focus andn the desktop as its target moment of consumption, nor its philosophy regarding Enjoy time Together with loved ones, without haste or distractions. It reflects in a spot, with production of Rome and Hogarth, in which it presents a group of friends and uncertainty about the announcement of something important that, finally, is not revealed.
“With this campaign we start a new stage for Ruavieja, in which we take a turn towards a more current, close and optimistic tone, without losing sight of what has always defined us: our authentic essence and the purpose of continuing inviting to share moments of truth”, Explained Elma García González, Senior Brand Manager of Ruavieja, in a statement.
As they point out, “a taste to stay” moves away from the nostalgic tone that has accompanied the brand and bets on a more contemporary aestheticsemotional and sensory. This is perceived along the spot in planes of the product, which highlight its creamy texture, and a visual language that transmits closeness and authenticity.
In addition, the announcement trusts the narrative resource of the Cliffhangeror suspense point, to generate in the viewer the same thing that happens when people meet around a bottle of Ruavieja, that is, want to stay.
The use of the Cliffhanger, as they point out from the brand, will be present in other executions of the campaign, and is understood as a wink to the new tone of the brand: more suggestive, more current and with a vocation to leave their mark.
The brand ensures that the new position will not remain only in a communicative level, but that Tangible in the product. Thus, the bottles will incorporate the message “Over it only if you are going to stay” in the seal. “We wanted to turn the act of opening a bottle of Ruavieja into a commitment to what comes next: that sacred time with friends or family, without hurry or distractions, that you do not want anything or anyone to spoil“Jorge Calvo, creative director of the campaign, said.
“A flavor to stay” is activated on June 26 in digital media and social networks. The campaign will include actions over the coming months, and has iProspect as media agency.
