“Like guacamole, but with more ole”.

This is how he is presenting Hispaniola your new innovation of productwith which you seek strengthen itself in the aperitif category joining the growing trend of consumption of healthy snacks. The olive brand has created Olimole, a guacamole made with olives.

As described by the company, the new product combines the olive tradition Spanish with innovation by replacing the main ingredient of guacamole, a classic of Mexican gastronomy. “It gives a Mediterranean touch to the guacamole, although maintaining the essence of its texture and flavor, it constitutes a commitment to the native“, explains La Española in a statement.

Along similar lines to guacamole, Olimole is made with garlic, onion, lemon juice, salt, cilantro and jalapeño, but instead of using avocado, it uses olives. That is why Hispaniola claims local character of development. “Olimole is the guacamole here. The objective is to offer consumers an alternative to traditional guacamole, adding that characteristic and Mediterranean touch to our gastronomy.“said Sergio Alberola, General Director of La Española.

The market launch of Olimole took place in the middle of last October, at which time specialized retail media were informed. Now, still in distribution phase but after the progressive product introduction on supermarket shelves and guaranteeing its availability, La Española is activating communication.

Olimole is communicating with a spot designed by the agency Hit the ROI, which was already in charge of renewing the brand’s iconic jingle last April. The piece includes, precisely, that musical composition, also in jazz and swing style, to present the new appetizer.

“We are specialists in music, and the jingle has been the basis of the creative idea”; explains Marcos González Cuevas, Creative Director at Hit the ROI, in statements to reason.Why. “We have sought to do something notable, to try to get out of the usual advertising landscape, and I think we have achieved something humble, but with quite a bit of spark.”.

As explained to us by the La Española communication agency, media planning will be carried out by Veritas Media and will have activations on YouTube, social networks and connected television, as well as on radio and online audio platforms. It will also have sampling actions.

Olimole, a differential proposal

The launch of Olimole has had the advice of Elisabet AlsinaIndependent Marketing Director and Strategic Advisor, and Carlos Bosch, Marketing and Media Advisor. Both point out that Olimole represents an innovation that is as innovative as it is authentic for the brand.

“La Española has managed to transform a classic product like the olive into a novel proposal and thus demonstrates that it is capable of connecting through innovation with current market trends, as well as with the interest in healthy snacks and local products.“Bosch commented in the brand’s statement.

The objective, according to Alsina, has been connect with the young audience and renew the brand, but maintaining the essence and commitment to quality. “Today’s market calls for authentic options and Olimole responds to them with a unique idea that reflects the character of the brand“he explained.”In this sense, the R&D team has been able to develop a product with the same texture as guacamole and capture the characteristic flavor of olives.”.

La Española has carried out a market survey regarding Olimole, prepared by the Origin Insights agency. He points out that 90% of consumers surveyed who have tried the recipe perceive it as “a unique product” and as “a local product”. In addition, 75% highlight the intense olive flavor, as well as its creamy and smooth texture.

Technical sheet

• Campaign: Like guacamole but with more olé
• Advertiser: Hispaniola
  • Client Contact: Carlos Bosch, Elisabet Alsina
• Agency: Hit the ROI
  • Executive Creative Director: Marcos González Cuevas
  • Account Team: Cora Cuevas
• Production company: Magma Visual Studio
  • Director: Marc Algora
  • Producer: Laura Vila
  • Production Assistant: Paula Ortiz, Alvaro Crespo
  • DP: Nikté Teleguario
  • 1AC: Paula Capdevila
  • Art director: Luna Guerrero
  • Art assistant: Mar Vilà
  • Videoassistant: Vitor Jonis
  • Electrical: Paula Galarza
  • Costume designer: Luciana Caprino
  • Director of photography: Andrés Cardon:
  • Photography assistant: Alex Ririn
  • Edition: Marc Algoda
  • Color: Insa Brand
• Sound studio: Sol de Sants
  • Music: Marcos González-Cuevas
  • Producer: Alberto Pérez
  • Musicians: Samuel Marthe, Ramón Ángel Rey, Victor Paradís, Jacob Marcé, Oriol Vallés
  • Voice: Marcos González-Cuevas and María Esteban
• Talents: Joan Siuraneta, Maria Ramírez, Pol and Carla
• Media Agency: Veritas Media
• PR Agency: Tinkle