El Capulco
Task
To launch a new beer brand, El Capulco, by creating a slogan, brand world, and communication campaign. The key focus was the ritual with lime, the summer mood, the sun, and the laid-back surfing vibe.
Solution
El Capulco is not just beer — it’s a moment when summer comes back into your life. Light, sunny, with a touch of boldness — all it takes is to let the sunshine in. We built the brand world around the idea of escaping everyday routine into a state of endless summer.
To bring this to life, we created a magical portal — a refrigerator. From a typical European apartment, the heroes of the film literally step onto the beaches of Bali: into a world of sun, ocean, and freedom. This leap from grey daily life into the bright world of El Capulco became a metaphor that every sip opens the door to summer.
We developed a multi-channel campaign: DOOH filled with sunny images of Bali, vertical videos for digital, a banner campaign and radio, as well as TV commercials that became one of the most remarkable launches of the season.
El Capulco is not just beer — it’s a summer ritual you’ll never forget.
