THE TORTITAS BRAND Bicentury He has launched his new repositioning campaign, created by the McCann agency after winning the account just over a year ago.

With the aim of strengthening Bicentury’s leadership and emotional connection with its consumer, the agency explains that a process of Truth Hunting by which it was detected a new way of understanding care: People no longer take care to have a perfect body (90-60-90) or to be accepted (positivism body), but they do it as self -reconna.

Thus he was born “Love yourself as you deserve”the new CLAIM of brand that, for this campaign, has been expressed under the idea of “I love me”.

In campaign executions you can see different people taking care of themselves while singing “I love me”, a jingle created for the occasion. “Multi-Ejecution allows usThey comment from the agency in a statement.

With an aesthetic that starts from the color and iconicity of its characters, the campaign evolves the brand towards a Look & Feel more contemporary. A visual exercise that has taken Bicentury’s identity and has led it to a more cinematographic tone. “The challenge has been to keep us inside the brand’s imaginary, but reinterpreting it for the new eyes that observe it today,”says in a statement Israel Padilla, creative director of McCann. Production has been in charge of Craft.

The campaign has been launched with a 20 second spot for flavored pancakes and during the remainder of the year more pieces will be leaving for other Bicentury products following this same communicative line.