ESTRELLA LIME

Built for Estrella Galicia as part of a final-stage creative task for Frank PR. Selected as one of four finalists. Starting from a simple brief to launch a new lime-infused beer for the UK market, The First Sip tackled beer’s biggest barrier for new drinkers: bitterness. Built around the insight that rejecting bitterness is an evolutionary defence mechanism against poison, the campaign positioned Estrella Galicia Lime as the beer that makes the first sip easier to enjoy. The use of lime drew from familiar drinking rituals where citrus cuts bitterness, from tequila shots to beer served with lemon. The result was a socially led product launch and campaign spanning OOH, digital, and experiential activation, designed to make beer feel more approachable to new drinkers and people who previously disliked its taste. Visually, the launch embraced candid, homemade aesthetics and reaction-led content. Central to the activation was the “First Sip Face” booth, where people stepped inside, took their first sip on camera, and received a printed photo strip capturing their real reaction. The best reactions were later featured across billboards and social media. Online, audiences shared their own “first sip” stories and reactions, from pretending to like beer to struggling with its bitterness. The campaign reframed that reaction as normal biology, and therefore, positioning Estrella Galicia Lime as an easier way into beer.