Mahou was losing ground\u2014both in sales and emotional connection\u2014in two regions historically vital to the brand: Castilla y Le\u00f3n and Castilla-La Mancha. The main causes were the surge of Estrella Galicia and the lack of emotional relevance in Mahou\u2019s recent campaigns. <\/p>\n\n
The idea was to promote UNESCO recognition of Las Pe\u00f1as\u2014community 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 Pe\u00f1a scarves on prominent statues across the regions, and culminating in a music festival that celebrated the brand\u2019s commitment in a festive way. <\/p>\n\n
It became one of Mahou\u2019s 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.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"origen":[21],"class_list":["post-3403","proyecto","type-proyecto","status-publish","hentry","origen-archivo"],"acf":[],"yoast_head":"\n