We needed to reposition the brand: families are not around the same table at lunchtime anymore.

Our aim was to keep the traditional costumers and at the same time to conquer a younger target to drink Santa Cristina in different occasions.

We came up with a multi subject campaign where our hero is not paired with food anymore, but with the life experiences instead.

Different situations/pairing are displayed on corks, on our OOH campaign.

The campaign has been also successfully aired on Print and digital media.