Brand Lift

Licor 43, a premium Spanish liqueur brand, partnered with Clear Channel Outdoor (CCO) to drive brand awareness and position itself as the essential ingredient in Carajillo cocktails among affluent consumers. The targeted billboard advertising campaign reached adults 21+ with household incomes over $100K, delivering measurable increases in brand favorability, purchase intent, and product positioning.

Key campaign results:

Campaign objective: Building brand awareness for premium spirits

Licor 43's objective was to drive deeper brand awareness and recall while positioning the liqueur as the main ingredient in a Carajillo, a popular espresso cocktail. The target audience consisted of affluent adults 21+ with household incomes of $100K+, consumers most likely to purchase premium spirits for home entertaining and craft cocktail experiences.

Billboard advertising solution: Strategic mix of digital and print

CCO developed a high-impact out-of-home (OOH) advertising campaign featuring a strategic mix of digital and printed billboards across target markets.

The campaign leveraged RADARView, Clear Channel's audience targeting solution, to reach adults 21+ with household incomes over $100K. This data-driven approach ensured billboard placements reached consumers most likely to purchase premium spirits and enjoy craft cocktails at home, in restaurants, and at bars. By combining eye-catching creative with strategic audience targeting, the billboard campaign maximized reach among high-value consumers in markets where Licor 43 sought to build brand presence and drive purchase consideration.

Billboard advertising results: Measurable brand impact

55% Ad recall: Billboard advertising cuts through the noise

In the competitive spirits category, being remembered is critical. 55% of legal-age affluent adults recalled seeing the Licor 43 billboard advertising campaign.

This exceptional ad recall rate demonstrates that billboard advertising creates lasting impressions with target consumers. High recall means your brand stays top-of-mind when consumers are making purchasing decisions at retail locations or ordering at bars and restaurants. For premium spirits brands, strong ad recall translates directly to brand consideration in the moments that drive sales.

40% Increase in brand favorability: Building emotional connection through OOH

Brand favorability measures how consumers feel about your brand. And positive sentiment directly influences purchasing behavior. The billboard advertising campaign delivered a 40% increase in brand favorability among exposed consumers, meaning significantly more affluent adults view Licor 43 positively after seeing the OOH advertising.

This emotional connection is critical in the premium spirits marketplace where brand perception influences which products consumers choose, recommend to friends, and stock in their home bars. Favorable brands earn premium shelf space and top-of-mind consideration when consumers are entertaining or seeking quality spirits for cocktails. Billboard advertising's high visibility and repeated exposure builds this positive brand sentiment at scale.

33% Increase in purchase intent: OOH advertising drives consumer action

Purchase intent is the one of the ultimate indicators that brand advertising is working. It measures consumers' likelihood to buy your product. Among high-value consumers exposed to the Licor 43 billboard campaign, purchase intent increased by 33%.

This means one-third more affluent consumers are actively planning to purchase Licor 43 after exposure to the billboard advertising. This further demonstrates billboard advertising's power to influence buying decisions. And for beverage brands, driving purchase intent among key target audiences creates a direct path to increased sales, market share growth, and retail distribution opportunities.

Strategic brand positioning: Licor 43 as essential Carajillo ingredient

Beyond general brand awareness, the campaign achieved its strategic positioning goal: 34% of consumers exposed to the billboard advertising agreed that Licor 43 is a required ingredient in a Carajillo cocktail.

This brand positioning success is invaluable for the brand. By establishing Licor 43 as the definitive ingredient in this trending espresso cocktail, the brand creates a specific usage occasion that drives repeat purchases and builds brand loyalty. When consumers associate your product with a particular cocktail or experience, you become essential rather than interchangeable.

This type of brand positioning, connecting a product to a specific drink or occasion, helps spirits brands differentiate in crowded markets and build sustainable competitive advantages. Billboard advertising's mass reach and visual impact makes it an ideal medium for establishing these brand-usage associations at scale.

Measuring billboard advertising effectiveness with RADARProof

Clear Channel Outdoor measured the Licor 43 campaign's effectiveness using RADARProof, our proprietary measurement solution that quantifies OOH advertising impact.

We identified consumers exposed to the Licor 43 billboard advertising campaign, then in partnership with Kantar, surveyed the target audience to measure brand recall, favorability, purchase intent, and brand positioning metrics. The study confirmed that billboard advertising successfully positioned Licor 43 as the required component of a Carajillo while driving meaningful improvements in key brand health metrics among affluent consumers.

This measurement approach provides premium spirits brands, beverage companies, and CPG advertisers with confidence that out-of-home advertising delivers measurable return on investment through improved brand awareness, favorability, and purchase consideration.

Study details:

^{_{Source: Kantar, July 2025 | Lift confidence level: 95%}}