EVOLUCIÓN DE LAS CAMPAÑAS PUBLICITARIAS DE ESTRELLA DAMM Y SUS MENSAJES

Abstract

The evolution of Estrella Damm's advertising campaigns is visible in the importance of its messages. Product promotions in the 1950s to address artistic and environmental issues and the emphasis on leisure and enjoyment, always with a product at the center in the 1990s, were modified starting in 2009, when campaigns under the term “Mediterráneamente” began to suffer from social, ecological and Mediterranean lifestyle aspirations, focusing on the target audience, inducing them to live in an eco-responsible way. Recent campaigns such as "Love at first sight" and "Summer '78", focused on nostalgia, position Estrella Damm as an eco-conscious and eco-responsible brand due to its interest in protecting the ecosystem of the Mediterranean Sea.