La vida es más vida

For too long, Mahou had lacked a clear territory or defined message, its style and voice out of step with the times.
Unlike other brands such as Estrella Damm, Cruzcampo and Estrella Galicia, which all held well-defined positions, Mahou lacked one. After months of work, Alex Pallete and his team at PICNIC put a single keyword on the table: Encounters. Only a leading brand could aspire to own a purpose so broad

The idea was to hum Pau Donés’ final song, “Eso que tú me das”, as a way of expressing the importance of being together—above all else. t presented Mahou as a place of encounter, articulating the concept in a way that was authentic, human and optimistic, and closer to the experience of sharing a beer together: ‘Life is fuller when we come together.’”
In this brand development we began working with real stories, with different types of talent like Amaia or Milena Smit, and with a more cinematic finish aimed at elevating the perception of quality. By making that aestheticized documentary style our own—like DOVE—we established the visual and narrative world that would define Mahou for the years to come.