Spirit Of Spain

We created a bespoke editorial campaign for Premium drinks brand Licor 43 whose objective was to align itself with the concept of Spanish culture and experiences for affluent and discerning UK individuals.

The 2 campaigns, ‘The Spirit of Spain’ and ‘Secret Spain’ saw the creation of a new content sec0on on Mr & Mrs Smith with features on the best boutique travel experiences in Spain arranged around key categories including Culture, Chic, Cuisine and Classic.

Licor 43 then delivered content on the most appropriate way to enjoy the drink in the context of each category as well as using the section as platform for high impact adver0sing with reskins, leaders and MPUs.To amplify the content we created a large format video Devil ad as well as a magazine which was distributed to premium retailers such as Selfridges as well as to guests of a collection of MMS Spanish hotels.

Sampling was successful with miniature gift bottles distributed to guests with their copy of the Mr & Mrs Smith “Spirit of Spain” Magazine.


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