¡ÚNETE!
Todos los campos son obligatorios… you know…
Changing the conversation of an entire category
BRUGAL
INITIAL CHALLENGE
In 2019, the rum category was stagnant, primarily consumed at night and mixed with Coca-Cola. There was a shift in consumer behavior towards more moderate and higher quality consumption, preferring daytime,occasionally opting for less alcoholic drinks, reflecting a greater focus on self-care and the value of time with family and friends.
Play Video
STRATEGIC REFRAMING
To drivegrowth in value, we shifted the rum category paradigm away from the historical focus on volume and carpe diem. We adopted “True Friendship,” a platform that emphasizes authenticity and genuine relationships, aiming not only to reposition the brand but to lead a transformation in the perception of the category.
THE IDEA
Under the True Friendship platform, we have:
-Revalued friendship through a mother’s eyes, because it is not only mothers who give us life, but also our true friendswith every moment we share with them.
-Reflected on the importance of expressing what we often don’t say to each other to foster the very special trust that arises among the closest of friends.
-Created unique and iconic experiences to remind us that True Friendship is a great show to be enjoyed, savored, and celebrated.
-Managed to restructure the portfolio strategy at the meaning level to give a key role to the most qualitative references: Extraviejo and 1888.
REAL IMPACT
Real Business Impact
Thanks to the “True Friendship” platform, Brugal has achieved the highest growth in Brand Power among the over 35s, consolidating its position as the leading brand associated with enjoying time with friends. The strategy by Tangoº Agency has improved brand’s perception, allowing Brugal to maintain its growth in value, increase prices, and stand out in the category through the successful introduction of premium references such as 1888, showing itself to be an example of brand reconstruction over time.
Real Impact on People
Getting a brand to be part of once-in-a-lifetime moments such as True Friendship is very heartwarming. The message has been very well received, has moved people with its stories, and is already part of the best celebrations.
Play Video