CHALLENGE
The objective of the “Estrella Damm 0.0” market launch campaign was to introduce the new product to Lithuanian consumers and challenge the still-existing stereotype that non-alcoholic beer cannot offer the same enjoyable taste as traditional beer. The key challenges were to stand out in the highly competitive summer communication landscape, create a memorable message, and encourage consumers to try the product.
To build instant recognition, we developed the creative message “Damm, What a Taste!”, inspired by the spontaneous first reaction to tasting the product. The campaign aimed to increase product awareness, drive audience engagement, and foster a positive perception of non-alcoholic beer.
ACTIONS
The campaign communication was built around the core creative message “Damm, What a Taste!”, which became an easily recognizable communication element that could be adapted across various formats. The entire campaign was built around authentic summer moments, featuring people enjoying non-alcoholic beer and naturally reacting to its taste.
As part of the campaign, we created a hero short-form video and a series of static visuals featuring different summer situations: meeting friends, relaxing in nature, active leisure, and other everyday moments. The communication aimed to show that “Estrella Damm 0.0” naturally fits into a modern lifestyle.
To further strengthen the campaign’s reach and authenticity, we partnered with five influencers and seven UGC creators, who integrated the new product into their everyday content. This allowed us to create a diverse range of content, showing the product in different contexts and from different perspectives. The campaign was further amplified through Facebook, Instagram, YouTube, and TV advertising.
RESULTS
The campaign successfully introduced “Estrella Damm 0.0” to the Lithuanian market and established strong product visibility throughout the summer season. Over the course of three summer months, the campaign reached more than 1.15 million unique users, while total impressions exceeded 4.49 million. The creative message “Damm, What a Taste!” highlighted the product’s key benefit – its taste – and presented it in a simple, memorable, and engaging way.
The Meta advertising campaigns generated more than 3.59 million impressions, while the YouTube TrueView campaign delivered over 63,000 views with a 26.5% completion rate, ensuring consistent audience reach across different channels. In addition, the TV campaign reached more than 170,000 unique viewers.
Influencer and UGC content further strengthened the authenticity of the communication – content created by five influencers generated more than 668,000 organic video views. Overall, the campaign not only increased product awareness but also sparked consumers’ curiosity to try the new non-alcoholic beer.
