Donuts has given a twist to its communication strategy. From the hand of the creative agency Ogilvy has launched “You, your Donuts”; the campaign with which it materializes the repositioning process that it has carried out over the last few months and with which it seeks to enhance its presence among consumer preferences.
The campaign presents the Bimbo brand product as ally of enjoyment and indulgence. Under an almost dreamlike vision, it presents several people floating on Donuts among a sea of everyday worries: emails, canceled trips, childcare, video calls, savings, etc. Thus, it positions the brand as a means of disconnection and escape from the whirlwind and stress of everyday life.
The brand thus breaks with the positioning it had until now, which was expressed with the motto “Keep Playing.” Developed by Oriol Villar, Donuts sought to connect with consumers by appealing to fun and a young spirit, transmitting an attitude of wanting to have a good time. “The perfect circle” or “The last turn” were some of the spots that were launched under this territory.
The objective of “Tú, a tu Donuts” is to invite enjoyment. Therefore, as explained by Ogilvy to reason.Whyhas opted for indulgence, working since Real insights that appeal to the aspirational target of the brand, which is the population aged between 25 and 40 years.
They explain that, for that segment, Donuts offers that lever to forget about worries and encourages you to focus on what you like and what is truly important. This concept has allowed, on the one hand, an emotional connection through an authentic truth; and on the other hand, focus the speech on the product.
The intention of “You, your Donuts”, furthermore, is boost relevance of the brand in the face of the growth of white label options. The campaign seeks to highlight the quality of Donuts compared to other similar products in the category, as well as to differentiate the brand within the Bimbo group itself. All this highlighting the iconic character of Donuts and its history and trajectory.
The campaign will have executions on television, outdoor advertising, digital environment and special actions. The spot has had LaCosa as producer.
Technical sheet
- Advertiser: Bimbo
- Client contact: Carlos Tatay, Borja Herreras, Elisabet Vilar, Mireia Ventura, Claudia Reguant, Anna Clavel, Diana Aguiar and Mafalda Amarelo
- Agency: Ogilvy
- CCO: Roberto Fara
- Executive Creative Director: Juan Pedro Moreno and Javier Senovilla
- Creative directors: Miguel Provencio, Víctor Vázquez and Marc Xifré
- Art directors: Lucia Moreno, Jesús Beltrán and Jaime Sastre
- Copywriter: Marta Galán, Carmen Fernández and Nerea Pascual
- Managing Director & Client Business Partner: Vanesa Porto
- Account Director: Laura Roldán
- Account supervisors: Marta Costa and Juan Carmelo García
- Account Executive: Paula Gutiérrez
- Producer: Asier Ollo
- Head of strategy: Concha Santiago
- Senior Planner: Mercedes Navarro
- Head of Social: Sofía López Martínez
- Social Media Manager: Gema Martín
- Social art directors: Ana García Escudero and Sergio Antón
- Chief PR & Influence Ogilvy Spain: Elvis Santos
- Head of Consumer and Disruptive Brands PR: Clara Sanchís
- PR Account Director: Cristina Escala
- PR Accounts Supervisor: Nerea Garcúa
- Communications Director: Enrique Caballero
- Producer: The Thing / We Are Slow
- Executive producer: Albert Castañeda
- Producer: Nerea Castillo/Sergio Escolar
- Director: Nysu
- Tabletop director: Nuno
- DoP: Rafa Reparaz
- Photographer: Maragret Stephien and Nacho Hermoso
- Music: Esteban Espada, Manuel Chaparro, Sergio Ruiz, Lorenzo Cavanillas and Sebastián Eduardo Orellana
- Head of Postproduction: Gerard Hernández
- Post study: Artic
- VFX + CGI: Olympic
- Sound Studio: Artic / The Bakery
- Media Agency: PHD