The push includes outdoor posters, Underground digital sites, Facebook and Youtube activity and sampling.
The ads will carry the straplines Hola Fresca, Adios Thirst and Hola Sunshine, Hola Fresca, and show wall art painted in Spain. They also promote the beer to be drunk with lime.
Marketing director David Scott said: “There are many cues that herald the arrival of summer and through this creative, we have picked out some of these, which will conjure up feelings of longer days, warmer nights and barbecues with friends. Fresca is about seizing the moment and making the most of everything the summer has to offer.
“Its parent brand San Miguel is currently enjoying tremendous growth in the UK – it has grown 42% in the past year, making it the fastest-growing world lager. With this momentum we are launching Fresca, which is clearly branded as part of the San Miguel family, with one of the biggest marketing investments in the beer category this year. While rival brands are reducing their spend, we are continuing to support our customers and the beer category with high-profile campaigns.”
The campaign is expected to reach 80% of young adults at least 20 times.