Xibeca launches a new TV and digital campaign
In its last advertising campaign, Damm's iconic one-liter beer looks back on all the shared moments and introduces its recently renewed image
Damm's emblematic one-liter beer Xibeca presents a new campaign called "He estat a tot arreu", which looks back on all the shared moments spent with generations of followers throughout its history. This campaign also introduces Xibeca's new image containing the message "original from 1931", which highlights the company's heritage and origins.
"He estat a tot arreu", the chorus chosen for this campaign, is part of the song Espinàs, an adaptation composed by the band Vàlius of the track "I've been everywhere", originally written by the Australian Geoff Mack. The lyrics talk about those moments in many people's lives where Xibeca was present: holidays at the beach, hikes in the mountains, festivals, camping weekends, concerts and calçotades (a Catalonian traditional dish), as well as all kinds of activities shared with friends and family. This song also highlights the brand's essence and origins: a beer with a superior format (one-liter bottle) created to be shared.
Furthermore, "He estat a tot arreu" – an original idea from Fuego Camina Conmigo agency – introduces Xibeca's new image, which shows a retro design inspired by the labels that used to adorn the brand's bottles before the 60s. Prior to the TV and digital campaign "He estat a tot arreu", there have also been important outdoor campaigns carried out in cities such as Barcelona, Girona, Lleida and Tarragona to present this new image.
This renewed Xibeca can already be found at food establishments in several formats: one-liter and 25 cl glass bottles, and 6, 12 or 24 33 cl can packs. Aligned with Damm's sustainability initiatives, these packs include the LatCub® system to group the cans, a 100% biodegradable carton packaging sourced from sustainably managed forests. Damm has also replaced the original decorated shrink wrap of its 12 and 24 can packs with carton packaging to offer a greener and more sustainable alternative.
Tasting notes
Bright, pale amber colour with a golden glint. Pale and persistent foam topped with an elegant crown. Yeast essence scent. Hop lends a subtle and complex overall aroma. Tasty and delicate. Refreshing and mild. The reminiscence of slightly toasted cereals takes the scene as it enters the mouth. The ideal temperature for consumption is between 5 and 7 ºC.
Data sheet
Colour: EBC 7.0
Bitterness: IBU 18
Alcohol: 4.6% vol.
Ingredients: water, barley malt, corn, rice and hop. 100% natural ingredients
Beer type: European Pale Lager
Learn more at https://www.damm.com/en-us/cervesa/xibeca
