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LARIOS

How could we redefine the meaning of an iconic brand to make it both more global and more local than ever?

In 2021, Larios, one of Spain's most iconic gin brands, enjoyed an extremely high level of recognition, which was not being matched by its level of consideration. To address this gap, we had to look into the soul of the brand to redefine its strategic pillars while redefining its marketing strategy.

REFRAME

Larios was no longer simply a well-known brand in its category, but had become a symbol of Mediterranean joy. It embraced its inner light, its Malaga roots, to represent a vibrant, radiant and carefree way of life. The brand rediscovered its meaning by connecting with more emotional and aspirational imaginary: that of the Good Life.

UNCOVER

We discovered that people not only want to disconnect, but to reconnect with themselves and with others by sharing simple and authentic moments. We understood that they were guided by a search for balance, authenticity and lightness. And in Larios they saw a brand that could fulfill that desire.

REINVIGORATE

We redefined the brand's value proposition from a universal cultural truth, with the challenge of building meaning that could be experienced, felt, shared, and could shed light on new paths of growth for the brand. The aim was not just to tell a story, but to open up an emotional space where people could recognise themselves and let themselves be transported by the Mediterranean spirit in their daily lives.

A new value proposition that was brought to life by the brand's creative partners and made tangible through various actions. 
BRINGING THE STRATEGY TO LIFE
← BBVA
DEOLEO →

Strategy for Brighter Growth ™

MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal

MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal
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