Rosa Blanca's big beer breakthrough

Rosa Blanca, a Mallorcan lager relaunched by Damm, was completely new to the UK and struggling to establish itself as a go-to beer against entrenched favourites, its lower-alcohol content its main point of difference. The cultural tension Disrupt Marketing worked with was familiar: holiday memories of Mallorca are vivid and warm, but the beers people drink on the island rarely follow them home. The agency's read was that a few big-name creators with a genuine connection to Mallorca could tell the brand's origin story more credibly than a broad roster of unconnected influencers.

Disrupt built the campaign around a brand-immersion trip to Mallorca, structured so creators experienced the beer at its source and then relived those memories drinking it back in the UK. Two influencers with over a million Instagram followers each joined the trip and produced two Reels apiece plus multiple Stories, while a third, a reality star with an authentic tie to the island, created recall content without travelling. A two-part Reel structure, island experience first and UK re-tasting second, carried the market-entry story across posts and modelled the habit the brand wanted to build.

Concentrating budget on three recognisable macro creators gave the client high content volume from big names rather than fragmented reach, and the 1927 brewery revived by Damm in 2018 handed creators a ready-made narrative. Content ran on Instagram, with interactive Story stickers adding a measurable participation layer. Disrupt reports 3.2M impressions, more than 42K total engagements, a 27% impressions rate and 22K sticker taps. All figures are self-reported from the agency's own case study, and no sales, distribution or brand-tracking outcomes were disclosed.