Pernod Ricard liqueur brand, Ruavieja, has a new positioning, A Flavor to Stay. Ogilvy has given that oomph with a humorous cliffhanger, a series of “drink porn” enticements…
…and a brilliant device. The brand’s new direction also includes the message “Open only if you’re staying” on the seal of all its bottles. The simple but powerful gesture becomes the strategic backbone of this new positioning, built around the intention to turn sobremesa into more than just a moment — into the true heart of human connection.
“We wanted to turn the act of opening a bottle of Ruavieja into a commitment to what comes next – that sacred time with friends or family, unrushed and undistracted, that you don’t want anything to interrupt. That’s where the message on the bottles, ‘Open only if you’re staying,’ comes from,” explained Jorge Calvo, creative director of Ogilvy.
“The spot is essentially one big cliffhanger designed to evoke the same feeling you get when you’re gathered around a bottle of Ruavieja; that you want to stay, that it leaves you wanting more,” he added. The use of the cliffhanger as a narrative device, also present in other executions of the campaign, reflects the brand’s new tone – more suggestive, more modern, and designed to leave a lasting impression.”
“With this campaign we’re starting a new chapter for Ruavieja, one in which we shift towards a more current, relatable, and optimistic tone, without losing sight of what has always defined us: our authentic essence and our purpose of continuing to invite people to share meaningful moments,” added Elma García González, senior brand manager at Ruavieja.
The campaign, running across digital media and social platforms, marks the beginning of a long-term strategy, with new initiatives planned for the coming months that will continue to reinforce this new way of communicating.
Credits:
Client: Pernod Ricard [Ruavieja]
Client Team: Esther Luna, Elma García, Javier de la Vara & Alejandro Gómez
Creative Agency: Ogilvy
CCO: Roberto Fara
Executive Creative Directors: Juan Pedro Moreno & Javier Senovilla
Creative Directors: Jorge Calvo and Ramiro Alda
Creative Team: Iñaki Garrido, Alberto Gómez & Lucho Martín
Managing Director & Client Business Partner: Vanesa Porto
Account Director: Laura Roldán
Account Supervisor: Alicia Aranda
Head of Strategy: Concha Santiago
Senior Strategist: Mercedes Navarro
Social Media Team: Gema Martín
PR & Communications: Enrique Caballero
Head of Production: Aaron Lago
Agency Producer: Álvaro Crespo
Post-production Lead: Martín Sandlien
Co-production: Roma & Hogarth
Executive Producer: Juan Bascón (Roma)
Producer: Laureana Ferrucci
Director: Claudia Costafreda
Director of Photography: Lali Rubio
Editor: Ángela Mata
Colourist: Xavi Santolaya
Music: Ed is Dead
Post-production: Hogarth
Media Agency: iProspect
