A group to meet more often (Ruavieja / Pernod Ricard)
Ruavieja’s campaign, A Group to Meet More Often, taps into a bittersweet truth of modern life: while digital tools keep us constantly connected, the rush of daily routines often silences the very groups that once brought us joy.
Client and Sector
Ruavieja, a beloved Spanish liqueur brand, has long positioned itself as a champion of meaningful human connection.
Challenge
In an age where WhatsApp groups and social networks create the illusion of closeness, genuine, in-person moments are becoming increasingly rare. Ruavieja wanted to spark real reconnections by addressing this emotional contradiction and giving people a reason to reunite.
Approach
Rooted in a powerful cultural insight, the campaign reframed inactive group chats not as forgotten digital spaces, but as missed opportunities to reconnect with those we love. With A Group to Meet More Often, we invited people to revive these groups—not just to send messages, but to plan reunions and share time in person.
Execution
Through emotive storytelling, social activations, and a clear call to action, the campaign encouraged users across Spain to scroll back into their silent group chats and start a conversation that could lead to a long-overdue gathering. The initiative aligned seamlessly with Ruavieja’s brand purpose: reminding us that time spent together is one of life’s most precious gift
Results
The campaign strengthened Ruavieja’s position as a purpose-driven brand and reignited conversations among thousands of users, driving both emotional engagement and cultural relevance. It turned everyday digital behavior into a powerful reminder of what truly matters.
Takeaways
A Group to Meet More Often shows how a simple digital truth can lead to a profound emotional campaign. By tapping into real human behavior, Ruavieja didn’t just sell a product – it reignited relationships.
