Madrid, May 25, 2026 – El Águila is reinterpreting one of the most distinctive rituals surrounding its consumption — turning the bottle upside down before drinking its unfiltered beer — and turning it into the centerpiece of “Limitadísimas”, its new campaign. Created by Ogilvy Spain, the initiative transforms the bottom of its bottles into an artistic canvas while hiding prizes for those lucky enough to find them.
“Limitadísimas” is a collection of bottles intervened by four creators from Spain’s contemporary creative scene — Walls, Pau Clavero, Mariang Maturana and Miranda Makaroff — who have translated their unique artistic universes into 40 exclusive designs applied to the base of El Águila Sin Filtrar bottles.
“If there’s one thing that defines El Águila beer, it’s our ability to turn things upside down. That’s how our Sin Filtrar was born: with a bottle unlike any other and a ritual that invites people to flip it before drinking to release all its flavour,” says Elena Marcos, Marketing Manager at El Águila.
In that sense, Marcos adds: “That same inspiration led us to hide our Limitadísimas editions where nobody else would look: right there, on the bottom of each bottle. This creative spirit of reinvention is one of the reasons why El Águila has continued to grow in brand power for the sixth consecutive year since its launch.”
Find the art, win the prize
The campaign extends nationwide into retail through a promotion that randomly places these bottles inside packs. Those who find one will not only own a unique collectible piece, but will also gain access to prizes and experiences connected to the collaborating artists.
Among them are trips curated by Pau Clavero, exclusive lamps developed with Mariang Maturana, artistic prints created by Miranda Makaroff, and signed vinyl records with concert tickets from Walls.
“The challenge was always getting El Águila Sin Filtrar consumers to remember that this beer needs to be turned upside down. That’s where the idea of using the bottom of the bottle as an entirely new promotional format came from. El Águila is a different kind of brand — one that invites you to shift perspective and look where nobody else is looking,” explain Raphael Soria and Olimpia Muñoz, Art Director and Copywriter at Ogilvy Madrid.
More ways to access the “Limitadísimo” experience
For those who don’t come across one of these bottles, the campaign expands through a second mechanic that still gives consumers access to prizes and experiences. Through codes printed on different product references available across hospitality venues and retail stores throughout Spain, consumers can participate and instantly discover whether they’ve won.
Prizes include a suitcase inspired by Pau Clavero’s travel universe, t-shirts and caps designed by Mariang Maturana, coasters created by Miranda Makaroff, and a record player connected to Walls’ musical world, alongside the chance to win tickets to music festivals where the brand will be present this summer.
A gesture that goes beyond the bottle
“Limitadísimas” will primarily live in digital environments, supported by a paid media and organic content strategy across the brand’s channels, amplified through collaborations with content creators to reinforce its contemporary and cultural positioning.
With “Limitadísimas”, El Águila strengthens its connection with contemporary culture and continues building a communication platform that transcends the product itself to create experiences directly from the packaging.
