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Osborne
Video, Key Visual & POS, Brand Strategy, Brand Book
In light of the rising market share of rum and whisky that has weakened brandy’s position in recent years, Spanish spirits powerhouse Osborne came to DAf to strengthen Carlos I’s market position. They asked us to develop a market strategy to captivate new 35+ consumers of dark spirits under the claim “Spirit of Conquest” and using the main characteristics of premiumness, quality, flavor and prestige.
We built a campaign strategy around an “achiever” character to provide the main attitude of the campaign, and, focusing on young, high-achieving brandy professionals, showed the different stages of brandy making and brandy mixology. We incorporated the pillars of origin, nobleness, determination and wisdom in the brand film and left the consumer with the message that what they most need to conquer their goals is their own intuition.
Appealing to the consumer desire to be perceived as achievers, and using their own intuition to get there.
Toro de Piedra
SANTIAGO
Los Navegantes 1955 Santiago, Chile.
BARCELONA
Roger de Llúria 44 Barcelona, España.
