Soberano, a misogynist Brand, traditional and based on its legacy, faces a communicative crisis. Its relevance and notoriety have fallen and what once was, no longer is. Times have changed, regardless, its DNA remains unchanged trying to reach a younger audience with messages of old.
The brand only has one option: to die
Even if it’s to be reborn into something new, in this case a discography, “Talento Soberano”. It fusions traditional spanish folklore with other musical genres creating something new and fresh. A new economic-communicative activity for the Brand that allows it to make a space in the competent and atomized market of spirit drinks. This way, it can change its egocentric and unidirectional discourse for one that lets it provide value and voice to audiences, forging an emotional link.