He partnered with the potato omelette brand La Martinuca, shared home remedies and launched Air d’Oignon, a fake perfume, but now Babaria has found in the Toledo town of Cebolla a new creative opportunity both to promote his onion shampoo, one of his best-selling products and one of the most viral on social networks, and to continue building his brand around closeness and authenticity.
In line with a communication that in recent years has relied on popular conversations and cultural references to communicate the particularities of its product, it has made the residents of the town, of about 3,500 inhabitants, the protagonists of its new digital campaign. “Life in Onion”, worked together with the Crush agency, takes advantage of the coincidence in the name of the product and the town to create a narrative game.
It proposes a miniseries composed of four chapters and hosted by content creator Iban García. As seen in the first installment, now available on the brand’s social channels, the message materializes in a fun tour through the streets of Cebolla and its people. The different episodes show the daily life of the neighbors and the culture and customs of the people of La Mancha. which helps Barbaria to work on the perception of both its product and its brand, around values of naturalness, vitality and optimism.
“In addition to sharing the name, we share with Cebolla that vitality, that energy and that desire to live that is very Babaria“, commented explains Silvia Muñoz, Marketing Director of Babaria. “Authenticity was key for this campaign and we wanted the neighbors themselves to be the protagonists, who told their story, because their way of living reflects precisely those values. If we had done a casting, it couldn’t have turned out better.”.
According to a statement, the series will include, among others, Pilar Campos, a hairdresser from the town, and her mother, Pili, a member of the theater association; the farmer Jacinto; the president of the Torpedo 66 soccer team; and representatives of different associations and the mayor of Cebolla, Silvia Díaz del Fresno.
The campaign has gone beyond the cameras and has also materialized in the organization of a small popular festival for the neighbors, with music and shared activities, which will bring the narrative to a close.
“La vida en Onion” maintains the distinctive style that Babaria has developed over recent years to promote its product, based on humor, casualness and references, but it proposes an evolution. With this campaign, it elevates the discourse and goes from just focusing on the ingredient and its functional benefits to building a more emotional dimension to continue conveying the attributes, but also to connect them with the brand.
