Abstract
In social gatherings, gastronomic shows, festivals, and any type of celebration, it is feasible that the figure of a beer appears. This amber-colored product with a flavor that extends over a range of different bitternesses has become a symbol within Spanish gastronomic culture, achieving international projection. In recent years, the beer sector has established itself as an agri-food benchmark in Spain; however, beer sales are directly related to tourism, with countries such as Great Britain, France, and Germany being the main emitters of tourists (Más et al., 2002). In this sense, the communication of beer brands also has an influence, because it can shape the attitude of consumers towards this product, and it is at this moment when a challenge arises for the different companies (Trifonas et al., 2008), because they spread the idea that a certain brand generates better experiences. Therefore, this article analyzes the branded content of three brands: Mahou, Estrella Galicia, and Cruzcampo.
Top1. Introduction
Social gatherings, gastronomic shows, festivals and in any type of celebration, it is feasible that the figure of a beer appears. This amber-colored product with a flavor that extends over a range of different bitternesses has become a symbol within Spanish gastronomic culture, achieving international projection.
The beer sector has established itself as an agri-food benchmark in Spain; however, beer sales are directly related to tourism, with countries such as Great Britain, France and Germany being the main emitters of tourists. In 2020, the amount was reduced to €4 billion, registering a decrease of 33%. This decline is not surprising considering that most of the revenue comes from on-trade consumption, 88% in 2019 and 80% in 2020. These numbers demonstrate the importance of beer in Spain's economy.
On the other hand, the consumption of alcoholic beverages is one of the areas with constant public intervention and regulation, both through taxes and advertising restrictions. And these limitations affect the media and the type of content they develop. Always respecting the principle of “free choice” that the consumer has, since the intention of each person to consume or not an alcoholic beverage depends on their beliefs, behaviors, moral standards, and social moments. In this sense, the communication of beer brands also has an influence, because it can shape the attitude of consumers towards this product, and it is at this moment when a challenge arises for the different companies, because they should not promote the sale of beer, but spread the idea that a certain brand generates better experiences.
This intertextuality of languages is what conditions the fusion of content and advertising in a dimension of entertainment and value that gives rise to branded content, which aims to connect emotionally with the user to cause an impact that lasts in their memory and strengthen their engagement with the brand. The emergence of a new electronic communication system, characterized by its global reach, its integration of all media and its potential interactivity, is changing our culture, and will do so forever (Castells, 1998).
Advertisements are placed across different media platforms like television, magazines, radio and social media. The point is to “know your customer” so that advertisements can make value propositions about products and services aimed at well-defined target markets who could want them (Trifonas et al., 2008). Young people are used to new digital formats such as streaming platforms such as Twitch, Netflix and HBO. Therefore, the marketing evolution has started to produce brand content through these new media. In this context, communication, marketing and creative strategies play a fundamental role in the dissemination of a beverage concept and in the creation of a brand image that is essential when interpreting the type of beer consumption in Spain.
Therefore, this research aims to present the relationship between branded content and sustainability values within the beer sector, highlighting the role of emotions and cultural aspects. To achieve this, a content analysis of the actions carried out by the main Spanish brands during the years 2020 and 2021 is carried out. The sample is made up with three companies: Mahou San Miguel, Hijos de Rivera and Cruzcampo. This information is complemented with an exploratory survey to one of the main stakeholders of the industry: customers and consumers since their point of view is considered important to know if the brands achieve efficient branded content actions.
Key Terms in this Chapter
Brand Identity: The personality of any brand, it aspires to achieve differentiation between companies in the same sector and to create a community between the consumers.
Hyper-sensationalized: To present in a manner intended to arouse curiosity or broad interest, especially through the inclusion of exaggerated or lurid details.
Rootedness: The state or quality of being rooted or well-grounded.
Hybrid Messages: Include all paid attempts to influence audiences for commercial benefit using communications that project a non- commercial character.
Advertainment: To reflect the intertwining relationships between advertising and entertainment. It refers to media that combines various forms of entertainment (television, movies, songs, etc.) with elements of advertising to promote products or brands.
Storytelling: The activity of telling or writing stories.
Transmedia: Commonly defined as a narrative or project that combines multiple media forms. A transmedia project may combine different types of prints or prose text, graphics and animation, or work across multiple platforms.
Brand Culture: The assumption that a brand is a cultural artifact that brings attractive meanings, which become evidence of the ideological, cultural and social codes of a population.