Mahou was suffering a clear problem of brand loving. Mostly amongst the youngest generations, who are not specially “loyal” to brands and are more likely to “flirt” with any competitor brand. This local brand had a clear objective: to rediscover the love of those of a lifetime and, above all, to seduce the Generation Z and their new way of loving.

The most iconic Spanish beer was now competing with dozens of new (and old) brands that were starting to own different territories, geographically and sentimentally speaking, leaving Mahou in some cases in 2nd or 3rd place in rankings and what’s most important, in the consumers minds.

We tried to regain the love of its public creating a very special bond that would connect us with this Gen Z. Forever. 82% of this young adults believe marriage is outdated, but what if they could marry a beer? What if they could marry a Mahou?

So we launched “#Mahou4ever: a lifelong commitment” and gave them the opportunity to marry a Mahou. Literally. We invited them to seduce us in any of our social media platforms so they could spend the rest of their lives with a Mahou. The one and only kind of marriage this new generation is up to.

And guess where we started to flirt with these new pretenders? You guessed right. Tinder.

Mahou wanted to rejuvenate and gain consideration in Generation Z. A unique generation that is no longer interested in any kind of compromise, not even with their partners, less even with brands.

82% of this generation think marriage is completely outdated. So we decided to use this insight and combine it with their lack of brand loving for Mahou to give it a twist and seduce them offering the possibility to spend the rest of their lives with a beer. Sounds cooler, right? A strategy to create a lifetime connection with this fresh and new consumers.

We started looking where people actually look for partners now a days: on Tinder. We created a very sexy profile for Mahou and started receiving thousands of matches. Our CMs dedicated 24/7 to flirt with all these pretenders in 1:1 conversations. We then jump out to Instagram, Twitter and TikTok, where people went literally nuts over our announcement. We then installed a Kiss Cam in the city centre where these new lovers could appear “kissing” their Mahou and declaring their love to us.

We were looking for our perfect match, but it was impossible to choose only one after what they had done, so we decided to marry 2678 very crazy pretenders. We proposed officially, sending them a personalised engagement ring and promised them lifelong Mahou.

A transmedia campaign which made use Gen Z’s favourite social platforms, even hacking those apps in which brands like Mahou are not yet allowed: Tik Tok & Tinder.

Business impact – More than 53,000 mentions in the first week.

Response rate – Increase of valuable interactions such as comments increased by 52,200 in just two weeks.

Impressions. - A reach of more than 10 million users.

Change in behaviour  - A 95% positive sentiment.

Consumer awareness - More than 5,000 1:1 conversations with users in the first week

Community growth: More than 10.6% new followers