Sentir Málaga

San Miguel
2025

San Miguel had not been emotionally connected for too long with the city of Malaga, where it has been operating for more than 60 years and has one of its most important factories. In addition, all the support it offers to the main brands in the city such as UNICAJA, Málaga CF, La Feria, Soho Theater and Sohrlin School were not being related in a direct and natural way with the brand, thus losing a lot of legitimacy and closeness with the people there.

So, what began as a simple request to design a Special Edition grew into a far more ambitious vision: a full 360º campaign. The first spot—taking inspiration from the dedications on southern barrels—delivered an emotional message of recognition to Málaga and its people, while highlighting the institutions and events San Miguel sponsors. Alongside the launch of this Edition, a mural was created using the brand’s own labels. Combined with a set of complementary actions, the campaign achieved its goal: to reconnect with a city so strategically significant, and one that has always been a source of inspiration for the brand.

“Málaga embodies that irresistible urge to dare to live the moment you see this open horizon, this welcoming alley, the fearless boats of Pedregalejo. Málaga means daring to embrace the blue and white of La Rosaleda everywhere, to soar with the anthem at El Carpena, and to lose yourself in the charm of El Perchel. From Huelin to El Palo. From Gibralfaro to El Peñón del Cuervo. Málaga is the courage to live the thousand stories of the Soho and the Sohrlin. And to be carried away by La Feria. Where you never know what will happen, but you know something beautiful will. Like that San Miguel that travels everywhere, only to always return home. To feel Málaga is to master the art of daring to live with arms wide open.”