Power of Print: The San Miguel Rich List

With rife competition in the beer industry, San Miguel had to develop a campaign that would change the minds of its consumers to move from other brands found in high-end pubs.

The San Miguel Rich List campaign achieved this by changing the perception of RICH.

RICH is discovering the value of every experience

One campaign outcome is that 33% more consumers gained the perception that San Miguel was not just a Spanish beer.

Newsworks Planning Awards celebrated the campaign as a stand-out campaign.

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