Puleva has launched “Si te va, te va”, a campaign with which it recovers and updates one of its most recognizable assets, the historic jingle “le va, le va, le va” used to advertise its porridge, to connect with a new generation of consumers. Developed together with Darwin & Verne, the campaign responds to the challenge of repositioning the smoothie as a relevant option in everyday consumption moments, especially in the HORECA channel, where the product has lost presence compared to other alternatives.

Thus, the claim now evolves towards “If it goes, it goes”, an expression that appeals to authenticity and consumer decision, aligning with the cultural codes of young adults. The campaign seeks to transform the perception of a traditional product into a current and social choice, integrating into the context of the bar as another option within the shared experience.

The central piece takes the form of a video clip starring the creators Peldanyos, Clerssss and Misho Amoli, who convey the message from their own languages. Far from a superficial use of influential profiles, the campaign integrates them as an active part of the creative process, with a musical piece produced together with Quaiko that articulates the story from an entertainment point of view.

The creative approach relies on humor and internet codes, incorporating visual resources close to the meme and recognizable references for its audiences. The result is content that seeks to function within the cultural dynamics of young people, rather than as a conventional advertising message.

“We did not simply want to use influencers as amplifiers, but rather we wanted them to be an active part of the campaign”explained Pablo Caraballo. Creative Director at Darwin & Verne. “Being credible involved thinking as they would and involving them in the creation process”added Gonzalo Calvo, Creative Director at Darwin & Verne.

Over the next few months, the creators will activate different actions and launches linked to their own interests, from fashion to gastronomy or entertainment, with the aim of extending the brand’s territory beyond one-time consumption. This approach seeks to turn the smoothie into an element present in everyday culture, generating conversation and participation.
In addition, the content incorporates clues and narrative elements that anticipate future actions, configuring a universe that unfolds over time and invites the audience to continue interacting with the brand.

With “If you go, you go”, Lactalis Foodservice seeks to reinforce Puleva’s role in the HORECA channel and regain relevance in a context in which consumer decisions are increasingly conditioned by social and cultural factors. The campaign understands the bar as a space for building habits, where the choice of product is part of an identity and a way of being.