Spain – Carlos I

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
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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.

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Brand Video

The video presents a bodega worker, mixologist, and the brand’s Master Blender, to present the different people key in the creation and enjoyment of Carlos I. By highlighting young, high-achieving brandy professionals, the aim is to reflect the attitude of intuition and conquest key to the brand and its new, younger target market.

Key Visual

Our determined, young bodega worker is shown in Osborne’s cellars, alongside mixology tools that remind newer consumers that there is more than one way to enjoy brandy.
Key Visual

Brand Book

DAf developed the brand book for Carlos I, outlining its history, brand pillars, manifesto, consumer archetype, logo, graphics and all other elements essential for key markets to implement the campaign
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Spirit of Conquest