¡ÚNETE!
Todos los campos son obligatorios… you know…
PROUD OF WHO WE ARE
DYC
INITIAL CHALLENGE
In its journey towards an emotional connection with Spanish culture and improving its quality perception, DYC built the #ODLQS brand platform in 2019. The goal was to elevate the self-esteem of Spaniards. The challenge for 2021 is to continue building the platform in a more relevant, noticeable, and qualitative manner.
STRATEGIC REFRAMING
If in 2020 we invited Spaniards to continue rediscovering their neighborhoods, in 2021 we wanted to change the perspective based on a truth: foreigners enjoy our culture more than we do. By introducing a key element, the perspective of a foreigner, and not just any foreigner.
THE IDEA
We used the figure of a Scotsman, an expert in whisky, to proudly revalue everything good we have nearby: our life, our humor, and also our whisky. To achieve this, we designed a video-centric campaign that highlighted, with the same sense of humor as always, all the good things we have close to us.
REAL IMPACT
ON PEOPLE
Growth of Brand Power by +2ppt with improvements in power attributes such as worth paying more (+5pts), high quality brand (+5pts), a brand with finest ingredients (+3pts), and proud to order (+1pt), establishing the brand as fifth in the Brand Power ranking.
ON BUSINESS
An 8.2% growth for DYC5 in market value and an 11.7% growth for DYC8, also in market value. Growth in the on-trade channel (a channel representing 50% of the brand value): DYC5 +16.4%, DYC8 +23.5%. DEL CRECIMIENTO
