Arriba en la home, Audiovisual, Branding, Strategy
BRIEF
ElPozo 1954 is ElPozo’s premium range of products, which aims to improve the perception of quality and link the brand with new to improve the perception of quality and link the brand to new values of modernity, modernity and emotion. Values of modernity, modernity and emotion. For this reason, ElPozo Alimentación wanted to reposition its brand, increase notoriety and thus achieve an impact on its total sales. The objective was to give the brand more emotional values and connect with the consumer by appealing to good taste.
IDEA
For the new 1954 positioning, we proposed “Choose what excites you” as the campaign claim for 2024 and 2025. The campaign is presented through two TV spots, a radio spot, graphic material for media and social media, as well as unconventional actions that manage to link users with the brand. All this through stories of people who overnight are aware of the importance of each choice in their lives. Those who choose not to live automatically, but make decisions, those that genuinely excite them.
In this project we have also counted with the participation of the group Viva Suecia, to accompany, with their version of “La alegría de vivir”, the campaign throughout its journey. Likewise, this launch is completed with a Branded Content action in which we get to know the most human side of the Murcian group through three audiovisual pieces in which they talk about their particular story, in which they made the decision to choose what moved them: music.
In this way, and thanks to the tandem ElPozo – Viva Suecia, the reach of the campaign has increased and expanded to new horizons.
