FEBE

Minors and a Drop

The campaign “Menores Ni Una gout” by the Spanish Federation of Spirit Drinks (FEBE) was divided into two phases. A first one aimed at the adult audience and a second one aimed at minors. To reach the minors we created a concept that conveyed the importance of being “You yourself”.

We wanted to make them aware that there is no need to drink when they are underage but we did not want them to receive the message as an adult imposition as it would be rejected. using their own language, we chose someone they knew and to speak his own “language”: the rapper RaydenRayden, within the hip hop world, is known for his ability to transmit through his verses positive and energetic messages.

With him. create the theme “You yourself” and make a video clip We launched on the YouTube channel of FEBE, on the Spotify online music platform, on the 40 Main TV, MTV and Sol TV Music. Through this theme we transmit to the minors the importance of being self, not letting others take their own decisions, and above all living as what they are, young, without having to hurry to do adult things.

Objective

Delay the average age of starting alcohol consumption among minors.

The Idea

During the 18 months of the campaign we offered to young people leisure alternatives to alcohol. To do this we combine very diverse actions and supports complementing and supporting the theme created with Rayden.

We present competitions through the profiles created in Social Networks and on the website of the campaign www.eligesertumismo.com, we collaborate with different areas of leisure and culture: theater, music, art, sport… giving young people the opportunity to experience new leisure experiences with, for example, the theater group ImproMadrid, the urban art team Boa Mistura.

In addition, through the FEBE website we inform children of leisure plans in their cities giving them ideas to do alone, with their friends or family.

Minors.

19,000,000 million total impacts.

Listen Spotify: More than 70,000 reproductions.