The drop culture, as the launch of limited and exclusive products is called, is permeating all types of consumer categories. Some brands, such as Milfshakes, promoted by content creator Nil Ojeda, have turned drops into their business model; while other more traditional ones, such as Lidl and its sub-brand La Molería, have embraced them as a way to strengthen ties with their community. Now, Ron Barceló also joins the trend.
It does so with La Dropería, a platform that will bring together its most exclusive collections and experiences in drop format. As the brand explains in a statement, it comes to life through an eponymous account on Instagram that aspires to be the meeting point for Ron Barceló’s most loyal followers, where they can live and experience the brand in a different way.
La Dropería presents itself with a private profile on Instagram
The launch of La Dropería has been wrapped, precisely, in the same halo of exclusivity that surrounds drops. Thus, the brand has created a private profile for the platform, so that users will have from October 20 until the next 30th to request a follow-up and be part of this community. From then on, no more followers will be admitted.
In this sense, only those who follow the La Dropería account will be able to access Drop 001. This will be the brand’s first launch, and it will be released on November 3. Ron Barceló has not given details about it, seeking to feed the hype culture and the excitement and intrigue of the ephemeral.
To communicate the initiative, Ron Barceló has launched a campaign starring the television presenter Alonso Caparrós. Emulating a television contest, and with a retro aesthetic, it explains the dynamics of participation and generates expectation regarding the content of the first drop.
“With this launch, Ron Barceló redefines the way of communicating and connecting with his community, creating a space where exclusivity, experience and authenticity mix with the emotion of living in the present.“, commented Tatiana Areces, Marketing Manager of Ron Barceló, in a statement. She invites people to join the platform and anticipates that the first launch “It will be something epic and unexpected”.
The brand points out that “La Dropería” is a place designed for fans of the brand to feel the meaning of “Live Now”, the concept that articulates Ron Barceló’s philosophy. However, it is also a space for those who come into contact with the Barceló universe for the first time, so that they can discover the brand through experiences.
As transferred from the Barceló communication agency to reason.Whythe campaign consists of a series of pills starring Caparrós, with which users will be directed to the new profile. It will also include activations with influencers and content creators to encourage consumers to join the community.
They also explain that communication through the La Dropería account does not exclude other satellite activations to publicize the next drops that the brand launches.
