Real Time Humor _
June 2014 - June 2017
Communicating like Carranca Redondo in the 21st Century.
100 years ago the man who would change advertising in Portugal was born. José Carranca Redondo had an irreverent personality and he would become the founder of Licor Beirão and the mastermind behind several campaigns that marked an era – from the Salazar joke that made Salazar himself laugh, to the posters with a majorette too bold for the era.
The centenary of the birth of Licor Beirão’s founder was celebrated between 2016 and 2017, and the brand was challenging 10.digital to reproduce his success on social networks, even though nobody would even dream about them back then. The aim was clear: to find a bold online positioning, with sense of humor, that would catch up with Portuguese people and that would make them remember the brand’s values.
Read MoreWith this goal, 10.digital bet on strengthening humor’s relevance through real-time marketing. We focused on news with high media potential to make the Portuguese laugh.
After two consecutive years as the Portuguese brand with the largest number of content shares, and after becoming, in 2016, the brand on the Food and Beverage sector with the most fans in Portugal, 2017 is becoming the year with the best results ever regarding posts that seize the moment.
The strategy, conceived by 10.digital for Licor Beirão, has been followed not only on a national level, but with the concern to seize all relevant opportunities to consolidate the brand’s humorous and irreverent positioning on an international level.
Shot face, Ronaldo?
In 2016 Licor Beirão launched the campaign "Shot face", on which the main character, Juvenal, gained an everlasting frown on his face after having tasted a shot of whisky one day.
Less than a year after this, a not so flattering bust of Cristiano Ronaldo was becoming viral on social media, and 10.digital was quick to react. This allowed Licor Beirão to remember the campaign, having reached on a single post the biggest number of interactions of its history: 75,000 in Portugal alone, having had serious repercussions abroad as well.
When you have a guest at home
On May 2017 social media was buzzing with the frowny face reception Pope Francis gave to Donald Trump. If most brands follow the rule of not joking with football, family or religion in Portugal, Licor Beirão decided to not play by the book again.
On a quick reaction, the brand justifies Pope Francis’ straight face, opposed to the smiley President of the United States: Trump had clearly finished Pope’s Beirão.
The post, with incredible results in Portugal - only surpassed by the one previously presented - was the one that generated more interactions ever on the English communication page of Licor Beirão.
When you have a guest at home
Follow-up
The posts generated a wave of laughs all over Facebook. A lot of fans asked Beirão to send the Pope a bottle and some even helped the brand, by searching for Papal Residence’s address leaving it as a comment on the post.
With another quick reaction to fan feedback, the brand actually sent the bottle with a letter to Pope Francis.
Champions League Final
On June 3rd 2017 the UEFA Champions League final was being played. A few minutes after the end of the match, on which Portugal had shone by means of his biggest football star, Licor Beirão shares the celebratory "SIIIIIIM".
The ambiguity of the slogan became a success amongst the fans: the best in the world really is Portuguese.
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