Launching into the UK mainstream Spanish lager segment in 2023, Cruzcampo’s identity differentiated it from the market leaders, and it went from 0% to 20% volume in just two years.
Heineken’s Cruzcampo was already a major brand in Spain but new to the UK, it would need to prove itself in its first year in a crowded market, with zero advertising support.
A breakthrough design and brand world created in collaboration with Bloom Design made Cruzcampo relevant to the UK market whilst capturing the feeling of Spain. Every touchpoint relates to the core idea ‘The Streets of Seville’, transporting UK drinkers to Andalucia and enabling Cruzcampo to find an ownable space in the flooded market.
In its first year, Cruzcampo was the biggest brand launch in beer, wine and spirits since 2007 based on GBP value. 213k hectolitres were sold against a 200k hectolitres target, and in its second year, sales leapt to 847k hectolitres.
