{"id":2440,"date":"2019-06-10T14:42:25","date_gmt":"2019-06-10T14:42:25","guid":{"rendered":"https:\/\/www.mosaiking.com\/?p=2440"},"modified":"2019-06-10T14:42:25","modified_gmt":"2019-06-10T14:42:25","slug":"damm-cervesa-amb-cos-i-anima","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/damm-cervesa-amb-cos-i-anima\/","title":{"rendered":"Cervesa amb cos i &#8230; \u00e0nima"},"content":{"rendered":"<p>Freixenet era al Nadal fa uns anys, com Damm \u00e9s a l\u2019estiu des de en fa uns quants, tamb\u00e9. Ja arribat la nova campanya <a href=\"https:\/\/www.youtube.com\/watch?v=QvQ-hbiwjZ0#action=share\">d\u2019Estrella Damm de l\u2019estiu<\/a>. B\u00e9, de moment, la primera part. El \u201cMediterr\u00e0niament\u201d d\u2019aquest any, \u00c0nima, \u00e9s molt diferent dels anteriors. Mant\u00e9 l\u2019ess\u00e8ncia de la marca, de la seva estrat\u00e8gia de comunicaci\u00f3, per\u00f2 la marca ha trencat amb les platges id\u00edl\u00b7liques i la m\u00fasica que transportava al bon rotllo de l\u2019estiu. Aquest cop ha apostat per una estrat\u00e8giaque vol remoure consci\u00e8ncies. En aquest cas amb missatge mediambiental. Una campanya amb m\u00fasica i lletra de Joan Daus\u00e0 interpretada per Maria Rod\u00e9s.<\/p>\n<p>La nova campanya \u201c\u00c0nima\u201d representa una gran oportunitat per mobilitzar (remoure m\u2019atreviria a dir) consci\u00e8ncies pel que fa a la lluita per salvar el medi ambient, i per informar, d\u2019una manera subliminal, que ens estem carregant el planeta si seguim consumint pl\u00e0stics com ho estem fent fins ara. Interessant (o molt intel\u00b7ligent) fer el llan\u00e7ament quan just s\u2019acaba la setmana del boicot al pl\u00e0stic. Iniciativa impulsada pel grup de Facebook Zero Waste Espa\u00f1a.<\/p>\n<p>Una altra novetat \u00e9s com es complementa la campanya, m\u00e9s enll\u00e0 del spot. Al final de la pe\u00e7a la marca cervesera remet a la p\u00e0gina web <strong>estrelladamm.com\/sostenibilitat\u00a0<\/strong>on Estrella Damm detalla algunes de les iniciatives que fa per tal de treballar per la sostenibilitat i tenir cura del medi ambient.<\/p>\n<p><strong>Qu\u00e8 es pret\u00e9n aconseguir amb una campanya de conscienciaci\u00f3\/sensibilitzaci\u00f3?<\/strong><\/p>\n<ul>\n<li>Crear consci\u00e8ncia sobre la import\u00e0ncia de&#8230;<\/li>\n<li>Fomentar l\u2019\u00fas eficient i responsable de&#8230;<\/li>\n<li>Incidir en la participaci\u00f3 social per&#8230;<\/li>\n<li>Generar noves actituds mitjan\u00e7ant&#8230;<\/li>\n<\/ul>\n<p>Les campanyes de sensibilitzaci\u00f3 pretenen tocar el cor del consumidor i la gr\u00e0cia rau en fer-ho de forma subtil. I encara t\u00e9 m\u00e9s gr\u00e0cia quan ho fa una marca privada i no cap instituci\u00f3 p\u00fablica, que m\u00e9s enll\u00e0 de treballar en clau pr\u00f2pia, treballa en com es relaciona la marca amb el m\u00f3n. La gr\u00e0cia rau en com una cervesa, com Damm, que fins ara comunicava emoci\u00f3, alegria i una mica la \u201cdolce far niente\u201d, canvia del tot l\u2019estrat\u00e8gia de comunicaci\u00f3 i es mostra compromesa amb la societat per fer un m\u00f3n millor.<\/p>\n<p>Aconseguir\u00e0 Damm ser una marca del tot sostenible? Fa uns anys va apostar per la proximitat, i ara d\u00f3na un pas m\u00e9s cap a la conscienciaci\u00f3. Com deia el Capit\u00e0 Enciam, els petits canvis s\u00f3n poderosos. Gr\u00e0cies Damm per fer un petit gran canvi dins del m\u00f3n de la comunicaci\u00f3.<\/p>\n<p>Tic tac, tic tac, esperant la segona part d\u2019\u00c0nima&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Freixenet era al Nadal fa uns anys, com Damm \u00e9s a l\u2019estiu des de en fa uns quants, tamb\u00e9. Ja arribat la nova campanya d\u2019Estrella Damm de l\u2019estiu. B\u00e9, de moment, la primera part. El \u201cMediterr\u00e0niament\u201d d\u2019aquest any, \u00c0nima, \u00e9s molt diferent dels anteriors. Mant\u00e9 l\u2019ess\u00e8ncia de la marca, de la seva estrat\u00e8gia de comunicaci\u00f3, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2442,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[12],"tags":[],"class_list":["post-2440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-greneral","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cervesa amb cos i ... \u00e0nima - Mosaiking<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mosaiking.com\/es\/damm-cervesa-amb-cos-i-anima\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cervesa amb cos i ... \u00e0nima - Mosaiking\" \/>\n<meta property=\"og:description\" content=\"Freixenet era al Nadal fa uns anys, com Damm \u00e9s a l\u2019estiu des de en fa uns quants, tamb\u00e9. 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