Campaign Diaries
Gabriel Barletta: ‘The brands that transcend are those that participate meaningfully, not those that interrupt’
Goal: To create culturally relevant advertising that connects with consumers
Media: Billboards
Summary: Gabriel Barletta, CEO of Star5 Creative, highlighted the importance of culturally relevant advertising in a saturated market. The agency's work, including the Nescafé Decaf Billboards, emphasizes simple, well-thought-out creative ideas that resonate with local contexts and have been recognized in major creative festivals. The article discusses the challenges of maintaining relevance in advertising and the need for brands to understand their audiences deeply, especially during high-exposure cultural moments like the World Cup.
Campaign Diaries
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Lola Índigo stars in Nescafé’s campaign to promote iced coffee
Source: https://ipmark.com/lola-indigo-protagoniza-campana-nescafe-impulsar-cafe-frio/
Goal: Encourage consumers to experiment with coffee recipes
Claim: Hack it!
Media: Social media, digital content
Summary: Nescafé has launched a new digital campaign featuring artist Lola Índigo to promote its Espresso Concentrate, a liquid concentrate designed for quickly making customizable iced coffee at home. The campaign, titled 'Hack it!', encourages consumers to experiment with different coffee recipes and aims to connect with Generation Z, who value authenticity and personalization. The strategy highlights Lola Índigo's image as an innovative artist and will be disseminated across various digital platforms during the summer.
Campaign Diaries
No Brand Diaries found.