San Miguel using Brando

by Kate Magee , PR Week UK 02-Jul-08, 06:00

San Miguel is using Brando to promote its 'Hidden Depths' series of music and media events throughout 2008.

The beer brand aims to target young urbanites and create a community around the nationwide events.

Brando will handle talent publicity, establish links with on-brand 3rd parties and will promote the events through secret teaser DJ sessions and media relations.

Guests will be asked to participate in the events to create music or art. The brand hopes this will create stronger relationships with its potential customers.

'By creating unique partnerships with the artists, we can gain their direct endorsement for Hidden Depths, which acts as a powerful communication tool', said San Miguel brand manager Elena Iborra.