The tenacious efforts of a Cupid apprentice for falling in love with a couple of young people and mobile phones as their main enemy are the elements that make up the story with which Fini sweets communicates its positioning. The brand is evolving its narrative towards a message focused on the creation of joy through moments of real connection, and transfers it with the short film “Fallin ‘in Love.”

In a context of overinformation and excessive use of technology, Fini has found an opportunity to reinforce its purpose and continue building its brand. He considers that what he can contribute to society, especially young people, is now more relevant than ever and has undertaken a new marketing and communication strategy aimed at promoting authentic interactions.

It reflects in “Fallin ‘In Love”, devised by Pablo Moreno, director of Global Marketing of the Company and Antonio Castillo, Creative Executive Director of the Agency Probability. The short film, produced next to Zombie Studio, He tells the story of an apprentice from Cupid, whose first mission is to fall in love with Noah and Emma, ​​but finding difficulties due to his dependence on the screens. However, he will end up achieving his mission thanks to the help of his teammates.

The objective of “Fallin ‘in Love” is to communicate to the world the mission of Fini, in a different, creative way and to break with the usual marketing and will approach more entertainment. “We are a family business that prioritizes the legacy, and we want”Says Moreno in statements to Reason.WHY. “With Fini people have a better time, they are part of their lives, and that gives us a privileged position to launch this connection message”

The choice of format And of the style, in this case, animation, He has pursued approximating brand communication to art and cinema, as natural expression ways for stories. The Marketing director of Fini considers that he will be the protagonist in the new era of communication, and in this case, he serves to express fantasy, dreams, magic and everything that has no explanation and is born in human connections.

The animation also allows the brand to work the universal character of the message. And is that “Fallin ‘in Love” will have International scope. It has been presented in Madrid for activation in Europe and Morocco, and will be activated progressively over the coming weeks in Latin America.

The short film has had the director Paulo García and the soundtrack of the study Bumblebeat. In Spain it will be executed in Movistar+, YouTube, cinemas, social networks and the company’s website.
Iki Group It is the agency responsible for the project communication.

Fini evolves over authentic moments

The short film exercises as the basis of the Evolved positioning of Fini, which as those responsible for the brand comment to this medium, is built on the idea that Fini and its products can make people’s lives happier. And this will work in four different lines: the connection with oneself, the connection with others, the enjoyment of the moments and inclusion and diversity. “Fini is for everyone,” says Pablo Moreno.

Moreover, according to the marketing director, “Fallin ‘In Love” will be Key in future communications Fini. From the characters that appear in the short film, the brand will create a series of archetypes that will serve to represent the different products of its offer. Thus, it will develop different personalities for each candy.

With this Fini aims to expand a recent communication strategy that has sought to create a brand fans community, through collaborations with other brands and notorious actions. Among them, it should be remembered in music at music festivals, such as Boomstic or Vibra Mahou; a link to Carlos Montoya, viral contestant of “The Island of Temptations”; Or his presence in Madrid is fashion with an exclusive collection.

“For a long time marketing has worked autonomously, putting only the focus on the product, but now we want the brand to be of all“; Pablo Moreno explains in statements to Reason.WHY. “We are creating ‘Fini’ friends in different spaces, because it fits fashion, music, cinema and almost anywhere. We want to be a beloved brand beyond their sweets”

The marketing director assures this medium that Fini has been growing in double digit in sales During the last five years and that in many of its markets it is the leading brand in the category. Its objective from now on is continue growing, especially in the digital part. The strategy followed so far seems to be paying fruit, since Moreno points out that in the last six months he has registered historical record for the brand in followers, engagement and scope.

That growth will now be surrounded in a reinforced purpose, to count something that transcends the product. “We are missing very important things because they are too connected to the screens. We have the responsibility to disseminate this message”, Concludes Moreno.

More info.: Fini – Fallin ‘In Love