San Miguel

In celebration of San Miguel's 125th anniversary, we were commissioned to design an exclusive, limited-edition piece of glassware in celebration of San Miguel's 125th anniversary, intended to be recognised as "London's Most Coveted." Our goal was to encapsulate the brand's illustrious 125-year history in this item, achieving this by enveloping 95% of the glass surface with a custom, four-colour illustrated narrative that guides consumers through San Miguel's journey, ensuring significant visibility and impact in bars.

However, this glassware was just the initial phase of a comprehensive integrated campaign devised to commemorate the 125th Anniversary. This multifaceted strategy included the introduction of San Miguel's social media platforms, the development of a mobile application for prize giveaways, the execution of an experiential marketing stunt featuring an 8-foot chalice, and the creation of in-bar print materials, online banners, and real-time outdoor proximity advertising.