What does this target public nowadays consume with pleasure: television series. Then, why not create a Sagres Radler series? A story dealing with the brand’s naturalness and unique features?

We thus created a 3-episode series called “A Cerveja no Pomar” (Beer in the Orchard), with a plot based on two characters: a female fruit specialist and a brewer. These two characters represent a mix between the sensuality of natural fruit juice and the audacity of beer. In other words, the recipe for Sagres Radler. A narrative portraying all aspects of current television series: suspense, doomed relationships, drama, tension, some humour and lots of love. Totally filmed in Portugal in very natural environments. Like any series, this one was also publicised through a trailer. But we don’t want to reveal anything else and be spoilers. We recommend, however, that you watch all the episodes with a cold Sagres Radler at your side.

- impact: The campaign raised ad awareness (from 61% to 69%) and increase regular usage among the target (delta 6%)

- engagement: The TVC engage with consumer. It performs on benchmark on likeability. It achieves the objectives of scoring above benchmark on remarkability, brand fit, relevant and credible. High interest and buy intent result in good Brand Action scores.

We created a narrative portraying all aspects of current television series: suspense, doomed relationships, drama, tension, some humour and lots of love.

What does this target public nowadays consume with pleasure: television series. Then, why not create a Sagres Radler series? A story dealing with the brand’s naturalness and unique features?

A 3-episode series called “A Cerveja no Pomar” (Beer in the Orchard), with a plot based on two characters: a female fruit specialist and a brewer. These two characters represent a mix between the sensuality of natural fruit juice and the audacity of beer. In other words, the recipe for Sagres Radler.

Sagres Radler wanted to boost public awareness of its natural qualities, proven by the Portuguese origin of its ingredients from new varieties: Alcobaça Apples and Rocha Pears. Simultaneously, the entire product line was visually rebranded by associating the brand to its natural roots. How to communicate all this in a refreshing manner and reach the more sporadic beer drinkers?