La Dorada, the intergenerational beer that has been a companion to the lives of the Canaries for over 80 years, takes an innovative stride in its association with the Carnival. This year, under the theme ‘Secrets of Africa’ and within the framework of its campaign ‘Farraones del Carnaval’, which fuses reality with animation, the brand introduces its first animated commercial, aimed at an adult audience, designed to transport the essence of this internationally renowned festive occasion into a unique imagination inspired by historic figures from Ancient Egypt.
The mayor of Santa Cruz de Tenerife, José Manuel Bermúdez, alongside the councillors for Fiestas and the Development Society, Javier Caraballero and Carmen Pérez respectively, emphasised Dorada’s enduring bond with the Carnival of Santa Cruz de Tenerife, stating, “As one of the principal supporters of our most international festivity, Dorada’s collaboration aids in the financing and promotion of the Carnival.”
Naveen Mehra, CEO of Cervecera Company of the Canary Islands, highlighted the company’s ongoing dedication to this emblematic celebration following twelve years as an official sponsor. “Our support is reaffirmed once again with a campaign that not only celebrates the essence of this cultural event but also showcases local talent. For us, it is crucial to support and appreciate the efforts of Canarian creatives, enhancing the growth and visibility of local culture through initiatives that reinforce the traditions that define the Carnival of Tenerife,” Mehra added.
According to the Brand Manager of Dorada, Silvia Gómez, “With this campaign, we aim to celebrate and spotlight the traditions and moments that render our carnival exceptional. Remaining true to our principle of ‘Encouraging moments to savour’ and as a distinguished brand that consistently supports these festivities, we unite to keep the spirit of this popular event alive.”
‘Farraones del Carnaval’
This campaign embodies the concept that during this period, we transform into an elevated version of our true selves. The ‘Farraones del Carnaval’ campaign illustrates how an animated journey through ancient Egypt can reignite the spark that perpetually fuels the joy of celebration. Golden, like the official beer of this occasion, complements this festival, encouraging us to embrace our best selves.
The advertisement, straddling the realms of reality and animation, portrays a protagonist who, having celebrated for twelve years, finds themselves disenchanted and lacking enthusiasm for this year’s festivities. However, upon recalling past experiences with Dorada and reliving the distinctive qualities that make this event special through a dreamlike voyage, they fully regain their carnival spirit.
Creative Recognition
Dorada continues to impress with its creative initiative for the Carnival of Santa Cruz de Tenerife, venturing into the realm of animation this time. Following prior innovations featuring songs, miniseries, live performances, dating television programmes, and more, the brewery brand elevates its approach in 2025 with a commercial that solidifies its position as a creative and cultural leader advancing alongside this international tourism event year after year.
This advertisement, produced by Creative Lauder agency and CREME Films, joins a legacy of over twelve campaigns that have strengthened the bond between the beer brand and this festive heritage.
Moreover, Dorada continues to achieve creative accolades, such as the gold awarded in 2024 at the prestigious Agripina Awards, recognising ‘La Doradeta’ as the best branded content, as well as the accolade from the recent Smile Awards for the best humorous campaign, attributed to the spot ‘a fantasy without script’ from the last Carnival of Santa Cruz de Tenerife.
A Special Edition of 1.6 Million Units
This year, Dorada plans to release 1.6 million units of its special edition. Among these, 750,000 returnable bottles will be accessible in bars and restaurants, while 850,000 cans will be available in shops and supermarkets. The latter will be packaged in six-unit cardboard containers and in 12-unit packs made of 100% recycled and recyclable plastic, aligning with the brand’s commitment to sustainability. This extensive distribution ensures that the celebration is accompanied, as always, by the official beer that represents it best.
An innovative endeavour that will invite us once more to experience the ‘Farraones del Carnaval’, during the most iconic Chicharrero event.
