Spirit of Conquest

Challenge

Due to the growth of rum and whisky, coupled with connotations of stuffiness, brandy has been confronted with the challenge of attracting and maintaining a younger consumer base. Given this context, Carlos I, one of the world’s most recognized brandies and part of Spanish stronghold Osborne’s portfolio, wished to compete strategically to captivate new 35+ consumers of dark spirits.

To deepen its claim “Spirit of Conquest,” Carlos I invited DAf to develop its new brand strategy, supported by a consumer campaign to create growth key markets of Spain and Germany by underpinning its principal image characteristics: premiumness, quality, flavor and prestige.

Client	Osborne

Capabilities	Brand Strategy Brand Film Key Visual Brand Book

Solution

The intense focus of the "achiever" was selected as the attitude behind the campaign, as a means to zoom in on the different stages involved in brandy making and brandy mixology. Throughout the brand film, the pillars of origin, nobleness, determination and wisdom are unpacked, ultimately identifying the one thing our consumer most needs to conquer their goals: intuition.