Perico de los Palotes can speak backwards, write Don Quixote from memory with his feet or tame a rhinoceros. He is so good at everything he does that he has created, Palotes Reverse, a new version of the classic Palotes, one of Damel’s most iconic products. The brand tells it in a new advertising campaign, developed together with the Way agency, which also opens a new creative stage.

In the campaign, Damel presents Perico de los Palotes as an employee at his factory who has turned everything around and, thanks to that, has created a new variety that expands the candy brand’s portfolio. Through humor, the communication plays with the resignification of popular expression and conveys Damel’s commitment to innovation and its intention to take the everyday to unexpected terrain.

The main spot, produced by Vessmedia, presents the character performing really complex tasks, many of them unattainable and surreal. Reading two books at once or replicating artwork on bushes are among his many talents. Such are these that he has managed to create a new version of Palotes, something that had not happened in 60 years.

The campaign opens a new path of innovation for the brand, as well as the beginning of a new communication strategy that aims to take Damel to a more adult terrain connected to current culture and reality. “Damel is lucky to have Palotes, recognized by 9 out of 10 candy consumers and with a story behind it that is a treasure.“commented Cristina Pedro, Marketing Director of Damel Group, in a statement. “The brand deserved a launch like Palores Reverse and this campaign. We had to claim that personality and bring a new tone to the category.“.

The agency points out that the creative concept has sought to transform an everyday expression of popular culture into a real character within the Damel universe to turn around an icon like Palotes. “The great challenge, and also the strategic opportunity, was how Damel could reinterpret an icon as recognizable as Palotes without remaining solely in the role of manufacturer.“; explained Guillermo Navarro, Director of Strategy at Way. “The intention was to literalize Damel’s innovative capacity and make it tangible through its own and recognizable code.”.

The campaign is conceived as a creative platform that will live and expand beyond the spot with pieces in different formats. In this sense, it also includes graphics that will be executed on different channels, such as the brand’s accounts on social networks, as well as content pills, collaborations with influencers and meme creators and other activations.

Palotes Reverse represents the launch of a new product, but also a reflection of the way in which Damel can expand its legacy without losing its identity. The new variety preserves the original essence, but is made up of a mix of inverted spears, stuffed inside and available in five flavors.