Seco Herrerano Reposado Cristalino - Launch campaign

We created a new campaign to launch Seco Herrerano Reposado Cristalino, a groundbreaking aged Panamanian white spirit from the expert distillers at Varela Hermanos.

Our launch campaign represents the smooth and refined character of Seco Herrerano Reposado Cristalino in a premium and distinctive way. The spirit is made in a four-column distillation system, before being patiently rested in French oak vats and then double-filtered through charcoal – creating an elegant white spirit that has all the depth, refinement and smoothness of an aged liquid but none of the colour.

The key visual's poetic headline ‘The magic of oak. The art of time’ beautifully evokes the craft of Varela Hermanos’ Master Blenders, how the French oak vats transform the distilled sugar cane juice and the resting period that all combine to make the new Reposado Cristalino spirit unique.

We worked with London photographer Ted Humble-Smith to create a key visual that captures the essence of the Reposado Cristalino transformation process – all created ‘in-camera’.

As well as OOH print and digital executions of the campaign key visual, the launch communications have been enhanced with stunning supporting bottle detail images, copy guidelines and a campaign toolkit.