The truth on the table Campaign

Ruavieja

WE WILL ALWAYS SERVE THE TRUTH

Sioux meet Cyranos

Spot “The truth on the table”

  • TV

The campaign “The Truth on the Table,” launched by Ruavieja in November 2022, represented a crucial strategic step for the brand, solidifying and expanding its position in the liquor market. The initiative was conceived as a continuation of the “We Need to See Each Other Better” campaign from 2021, which allowed Ruavieja to go beyond the realm of quality and emotionally connect with consumers. Facing the challenge of reinforcing the brand’s image, rejuvenating its profile, and attracting Baileys consumers by understanding the uniqueness of the after-dinner conversation as a space of trust, intimacy, and sincerity, Ruavieja explored the connection between its product and the truths shared during these moments.

  • STRATEGY

In November 2022, Ruavieja faced the challenge of continuing to work on the strategic line that began in 2021 with “We Need to See Each Other Better.” Their previous campaign started to occupy the realm of quality, which allowed the brand to expand the strategic positioning to the product. Once again, it was necessary to highlight all of Ruavieja’s attributes and enhance its qualities.

• Strengthen the brand recall in such a way that there is feedback where people ask for Ruavieja and the brand can distribute more and better.
• Rejuvenate the brand image.
• Recruit Baileys consumers.
• Become a true icon of after-dinner moments.

In 2021, Ruavieja already began to occupy solid ground based on a great truth: its product is quality because it speaks from being the best, not the most. Building on what had already been established, it was necessary to continue working on this powerful insight and create real stories that not only show Ruavieja’s ability to bring people together in quality moments but also begin to reinforce its main consumption moment: after-dinner conversation. So it was important to identify what truly makes after-dinner special: a space of intimacy and truth, where friendship and relationships become sincere. Because when the truth is laid on the table, distance and circumstances don’t matter. Nor does time nor decisions. Only the experiences and connections that give meaning to life matter. This was the great discovery: Ruavieja is a witness and vehicle for the truths we live and speak during after-dinner. Unfiltered truths that are kept in that small space of trust and that result from all our moments of quality. There is a second strategic finding that makes this new step for the brand definitive, and that is the fact of targeting the demographic that consumes cream liqueur the most: women. The competition already does this, but in a very different way. They target an image of a woman that feels forced, almost perfect, living for leisurely moments, which doesn’t truly represent the entirety of a woman with her dual nature. The woman who arrives at that table with messy hair and who, with her friends, finds rejuvenation, where she “opens up.” That place where most women feel at their best. Because it’s not always easy to see oneself more clearly, and if you can see yourself better, life might be the same: full of light and shadow but with corners to protect yourself: that table, with its people, its truth, and ultimately its healing.

The idea aimed to reflect a truth as powerful as the insight itself. It was then decided to pay tribute to female friendship, characterized by staying united over the years. The idea unfolds around a tablecloth. Through the story of four girls, their shared memories are shown, the good and the bad, the moments lived and those yet to come. To be able to tell and capture those vital decisions and the emotions surrounding the lives of our protagonists, the lyrics by Leandro Raposo were essential. This was also what allowed conveying that characteristic tone of emotion of the brand. Ruavieja chose to break with tradition and release their commercial at the beginning of November. The story was powerful and should not be overshadowed by Christmas communication: its timeless nature deserved a spot before this celebration.

• Since 2017, the brand has achieved a growth of over 65%, maintaining this rate to date.
• A likeability rate of 91.7% was reached, the best figure since Ruavieja began its communication.
• Ruavieja has matched Baileys for the first time in consideration.
• The campaign accumulated 6 million views on YouTube during its first wave.
• +53% conversion to consumption in women aged 25 to 40 years.

As for the business:

• In November 2022 vs. November 2021, Ruavieja grew its creams by +1.5% in value compared to Baileys’ 0.8%.
• In the Hospitality sector, in November 2022 vs. November 2021, Ruavieja grew by +11.4% in value compared to Baileys.
• In the Hospitality sector, in November 2022 vs. November 2021, Ruavieja maintained its rotation at 9.58 while Baileys was at 1.07.

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