Beer, soft drinks and milk 'steal' their second cava glory - The World

For once, the ads are the protagonists. Since the rooms and the Strokes in differ little from year to year, households congregate in the heat of the television with a series of questions to be resolved, not after, but during the commercials: what is the last spot of the year? What, the first of the year starting? Is the same as other chains

This New Year’s Eve

lead singer voice and Estrella Galicia Seguros Sunset . The insurer Squirrels spot 2013 bouncing both Antena 3 and La Sexta (Atresmedia group) and Cuatro and Telecinco (Mediaset). Meanwhile, the brewery has earned the privilege to be on the four major private broadcasters, with intent to outshine the cava and champagne. “We will be present simultaneously in the first toast the New Year,” he told Covadonga WORLD Noguerol, head of marketing services SAU Hijos de Rivera, and responsible for this advertising campaign.

The campaign consists of two parts: firstly, advertisements have been seen in the four private channels from December 26, secondly, “ brand experience that will take place simultaneously live in La Sexta, Antena 3, Cuatro, Telecinco and other brands Mediaset, when presenters of special programs to provide year “, go Noguerol.

Atresmedia chains, ad 2014 inauguration will take place through a spot of Central Lechera Asturiana, another drink that slips into a slot in which sparkling wines traditionally have commanded you. In Telecinco and Cuatro, a soda has won the bid to have the first announcement of the year: Coca-Cola, served cold but has never neglected its Christmas advertising

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“We are talking about the moments that are trading higher by advertising,” recalls Sergio Rodríguez, Head of Insight communications agency specializing in Media Omnicom Media Group (OMG). “ Announcement last year is the most expensive and costs around 95,000 euros for about 20 seconds to a string The first of the new year is somewhat cheaper. Between 70,000 and 75,000 euros,” explains Rodríguez . In the moments leading up to the Strokes, all is excitement, but to start the new year, hugs family and friends stand between the look and the TV

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“Since there is a duopoly of Mediaset Atresmedia and discounts that can reach 40% arise,” says Rodriguez. TVE, public and restrictions when selling advertising space, falls outside of this sale. “A spot in a strip prime time of a successful program costs much less, from 8,000 to 10,000 euros,” adds Rodriguez to call attention to the rise in spurts price at this time. “This is a landmark moment, something that the media reports. Moreover, as companies have their ego, we are more a matter of prestige to that of ROI,” continues directovo OMD. Noguerol notes: “ cost is not always the most important in the marketing efforts , but the return on brand objectives”

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“We think a single moment, magical, in which a large number of people join common interest with a full of optimism, hope and excitement for a year is about to begin. accompany Our brand wants the same idea, “think about the toast Noguerol Estrella Galicia has managed to integrate all the private channels.

“ is a moment that brings a lot of audience , so the impact of any advertising campaign is more” abstract from Estrella Galicia. In that vein, Rodriguez highlights the perseverance and ingenuity of some brands like MasterCard to join the New Year’s Eve programming since 2007, to the extent that the credit card has become integrated into the labels in which viewers are set to keep score during swallowing grapes. Participate happiness, you know, is priceless, and, if available, is expensive.