Paschal This week it presented its new brand Movita value proposition of the company with a formula that seeks to recover its position in the milk market. For its launch, which will take place over the next three months, the company claims to have allocated an investment of four million euros.

During the presentation of its new strategic plan until 2027, Pascual took the opportunity to publicize this new initiative given the growth of white marks. Thus, the main objective is “relaunch and reinvent” its line of dairy products, which represents 40% of its income.

“We want to stop selling milk and start selling the benefits of milk”says César Vargas, General Business Director of Pascual, who also states that the company’s goal is to reach 1,000 million euros in turnover before 2027.
For her part, Natalia Fernández, Director of the Dairy Business, refers to the fact that “milk lacks a clear story, which makes the consumer not understand it.”

Hence, Pascual’s new commitment focuses on comprehensive well-being and, more specifically, on mobility. “Movit aims to promote comprehensive mobility in the dairy world”explains Fernández, adding that the formula will include magnesium, zinc, vitamin C and manganese, with the aim of becoming a “vehicle” for that comprehensive mobility approach.

To communicate this and make this new brand known, Pascual Movit has launched its first advertising campaign, titled “I like Movit”from the hand of El Ruso de Rocky. Through everyday situations such as doing yoga, going to dance classes, swimming or walking the dog, the brand wants to go beyond what calcium milk provides, with a new solution for stability, strength and flexibility. “in the face of the nutritional deficiencies of the population.”

with the actress Belen Cuesta as a brand ambassador, the advertisement seeks to convey her tireless activity and personal freshness to the rhythm of a world anthem like “I like to move it”as a nod to the name of the product.
For Ángel Torres, Executive Creative Director and Founding Partner of El Ruso de Rocky, “We wanted to put movement at the forefront as a key piece in our lives, with a fun and dynamic style, reflecting situations in which we would want to continue enjoying.”

The campaign features this 20” piece that is already being broadcast on the main television networks in Spain and will remain active until December 2024. In addition, it will be broadcast on digital media through channels such as YouTube, TikTok, Instagram, Facebook , Spotify, video and display networks, as well as an influencer marketing campaign where the funniest side of the brand will be told. On the other hand, outdoor actions will be activated to increase notoriety and enhance campaign recall, as well as at points of sale where the “Movit magenta” color shelves will be displayed in the country’s main retailers.
Media planning has been done hand in hand with Carat agency.

“The calcium milk market is losing more and more weight due to the lack of differentiation and lack of focus on consumer benefit. We have made a new reading of the dairy market adapted to the real nutritional needs of the population, with special focus on musculoskeletal health, mobility and preventive care. The objective is to double our market share in advanced nutrition”says Natalia Fernández.

TECHNICAL SHEET

• Agency: Rocky’s Russian
• Advertiser: Pascual
• Brand: Pascual Movit
• Campaign title: I like to Movit
• Client contact: Carlota De Sousa, Natalia Fernández and Javier García de la Vega
• Executive Creative Direction: Ángel Torres and Lucas Paulino
• Head of Art: Miguel Novillo
• Creative Team: Pita Sagra and Alberto de Santos
• Account Team: Estefanía Gimeno, Izaskun Arrien and Iñigo Gallastegi
• Strategy Team: Amaro González
• Agency Producer: Sergio Huerta (Freelance For)
• Producer: Antistatic
• Director: Nicolás Bori
• Director of Photography: Oriol Colomar
• Executive Producers: Natacha Martín and Juliana Córdoba.
• Photographer: Laia Sabaté