Spanish soda brand La Casera has launched a EUR7m (US$8.9m) advertising campaign to reposition itself in Spain’s competitive soft drinks market.
The Orangina-Schweppes brand has long been one of Spain’s best-selling beverages, used traditionally for lunch meals but also mixed with wine to form the popular Tinto de Verano summer drink.
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The campaign, created by ad firm Grey, runs on TV, radio and print media. It features 90-second TV spots (as opposed to the typical 20-seconds) that the company hopes will also make the brand a reference in advertising creativity.
The campaign´s tagline reads “Pedazo de invento La Casera” (La Casera, what a great invention).
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