Dorada Supports the Chicharrero Carnival with Canarian Comedians and New Limited-Edition Bottles
18 January 2013
- The company includes young comic talent from the islands in its new campaign
- The 215,400 aluminium bottles and 600,000 cans feature new designs based on typical events from the festival, plus the Indianos from La Palma
Santa Cruz de Tenerife, January 17, 2013 - Dorada, official sponsor of the Santa Cruz de Tenerife Carnival, is actively participating this year as it has in previous years. This time, it will add the creation of its own song for the Carnival.
There will also be a limited edition of 215,400 aluminium bottles and 600,000 cans with motifs based on the international festival in the capital of Tenerife, and Bollywood, the central theme for this year.
Through a clever campaign marked with an element of humour, Dorada will launch a song for the Carnival recounting a young man’s adventures during a day at the festival.
Dorada’s song for the Carnival, produced by Pablo Fierro, will be launched through a video with Canarian comedians and artists that will be released today. The brand wanted to rely on the Islands’ artistic creation with this initiative.
The theme of the video came from Tenerife comedian Aarón Gómez, who also wrote the song’s lyrics. Other participants are Víctor Gutiérrez, member of theatre quartet Abubukaka; Darío López, from Palante Porducciones, and singer Pepe Benavente.
The video makes a nod to Bollywood, the Carnival’s main theme, and in line with the ‘Planes Dorada’ campaign that the brand has been developing, it proposes a plan for going out to Carnival that includes the preparation of costumes and make-up to going out with friends, spiced up with countless anecdotes that take place throughout the night.
The new 3 bottles: Costume, Party and Indianos
‘Costume’, ‘Party’ and ‘Indianos’ will be the motifs for the new Carnival bottles that Dorada is already selling in the Tenerife province’s bars, coffee shops and supermarkets.
In the case of the ‘Costume’ bottle, the illustration revolves around the transformation experienced by Carnival-goers moments before taking to the streets that has been reflected through the fabrics, sequins, coloured ribbons, needles and thread surrounding the characters.
The variety of costumes and the street party are linked to the ‘Party’ bottle, where the video’s main character appears dancing in the streets over a silhouette of Santa Cruz de Tenerife’s buildings.
The third bottle remembers one more year of the Indianos party, and under this name, it includes traditional characters such as La Negra Tomasa and talc, the essence of the Palmera celebration.
The campaign is complete with a large display and points of sale of Dorada in the streets, as well as in the most visited places of the festival, such as Avenida Anaga, Plaza del Príncipe and the surroundings of Plaza Weyler.
Among the new features of the campaign is the inclusion of a QR code (bi-di) in the limited edition beer containers, in the 130 marquees that will be ‘dressed up’ as Dorada in downtown Santa Cruz, and posters inside the tram.
The code will allow us to interact with consumers and facilitate access to Dorada’s web page, where they will be able to download the original song, watch the complete video, the making of and outtakes, play and compose the original song and participate in a contest where they can win the costumes from the video and several other prizes.
About Compañía Cervecera de Canarias
Compañía Cervecera is one of the main beer producers nationally and one of the main driving forces of economic and social development in Canarias: it drives the creation of 7,000 direct or indirect jobs; it has participation in several Canarian industries, and it gives priority to local suppliers in order to carry on its production. Compañía, part of the international group SABMiller, has more than 300 Canarian businessmen among its shareholders that make up about 30% of the total and are represented by two members in the Board of Directors.
Compañía Cervecera produces its own beer brands Dorada and Tropical, and under the Carlsberg licence, it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. It also has natural beverages such as Appletiser and energy drink Red Bull.
You may download the campaign’s video for Dorada’s Carnival here:
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on 17th January 2013.