Qué poquita cosa es

Mahou
&Rosàs - 2022

Mahou was losing ground—both in sales and emotional connection—in two regions historically vital to the brand: Castilla y León and Castilla-La Mancha. The main causes were the surge of Estrella Galicia and the lack of emotional relevance in Mahou’s recent campaigns.

The idea was to promote UNESCO recognition of Las Peñas—community meeting groups deeply rooted in the culture of both Castillas. The initiative launched with a film designed to rebuild emotional connection, followed by an activation that placed Peña scarves on prominent statues across the regions, and culminating in a music festival that celebrated the brand’s commitment in a festive way.

It became one of Mahou’s most warmly embraced initiatives in recent years, turning into a summer tradition in brand communication and reclaiming for Mahou a rightful place in the most crucial season for brewers.

“How small a thing it seems to choose a name and become family. To pick a colour and adopt a flag. And from that day on, to hear that name and know it’s your own. How small a thing it seems to be part of a Peña. To feel at home without being there. To turn any courtyard into your stronghold. Where time stands still when you spend it together. And to be Castilla, and to be León, and to be La Mancha. To steal a breath of summer just by drawing another glass of beer together. To be part of something that will always be part of you. How small a thing it seems—only to those who have never experienced it. Because once you have, nothing ever feels so great.”