Upgrade - El deporte de ser tú mismo para tu estilo de vida | Clapboard Ad Archive

El deporte de ser tú mismo

Description

In 2024, Upgrade, the isotonic beverage brand from the San Benedetto group, launched a comprehensive 360°, content, and experiential campaign in Spain called El deporte de ser tú mismo, developed by Agencia Estimado. The campaign strategically positioned Upgrade as the perfect choice for balanced hydration and enhanced athletic performance in a sport or active lifestyle setting, emphasizing an approach free from pressure or demands. Central to the campaign’s communication was the mountain, symbolizing both challenge and tranquility, underscoring values of peace, endurance, adaptability, and courage. This natural setting reinforced the brand’s ambition to accompany consumers on their personal journeys without limits or competitive pressures. By focusing on accessible sports such as hiking and trail running—prized for their authenticity, inclusivity, and versatility—the campaign sought to democratize sports through the brand message, The Sport of Being Yourself. Sponsoring the Trails Denes de Morella race provided an authentic platform resonating with the campaign’s ethos, enhancing Upgrade’s visibility in the outdoor sports community and showcasing its refreshed image across event assets such as finish line arches, banners, and coolers. Digitally, the campaign leveraged branded content narrating the stories of two runner ambassadors while engaging trail-running influencers to organically integrate Upgrade into their routines via reels and stories, highlighting the product’s benefits and range. The campaign achieved significant reach and engagement, with over 750 runners experiencing the full Upgrade product lineup, more than 560,000 YouTube views, over 3.5 million users reached, and upwards of 7 million impressions generated through both branded and influencer content. This integrated approach successfully reinforced Upgrade’s positioning as an accessible, supportive partner for those embracing an active lifestyle on their own terms.

Credits

Client

Upgrade

Agency

Agencia Estimado

Account Management

Sara Granell

Creative Director

Julio Chirivella

Art Director

Norberto Da Silva

Strategic Planner

Elena Gómez and Juanvi Falcó

Producer

Antonella López

Production House

Viernes Producciones

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