On Friday, gateway and rest and disconnection, is the day traditionally associated with enjoyment. But Royal Bliss He wants to transfer this perception to Wednesday as part of his ambition to connect with a generation that, he says, does not conform to the established.
After “born to live”, launched just one year ago, the Tonic brand of The Coca-Cola Company is still looking to gain ground among new consumers and encouraging the everyday to transform the everyday at extraordinary moments. For this he has launched “Challenge the ordinary, savor the extraordinary,” A communication campaign at European level.
For this he has once again had the agency Tangoº, of the collective &, Responsible for the conceptualization of the campaign and its strategy, development and execution in the Spanish market. Following the line initiated last year, it invites you to question the rules and live without attending to conventions.
“In Royal Bliss, we believe in shaking the norm and providing an extraordinary touch at every moment. Our campaign embodies our commitment to be a disruptive and modern brand that challenges the ordinary”; Rodrigo Izquierdo, Senior Brand Manager of Royal Bliss in The Coca-Cola Company
As part of the campaign, Royal Bliss has promoted a series of consumption experiences with which he aspires to resignify Wednesdays as a new symbol of enjoyment, spontaneity and emotional sophistication. In collaboration with the creative community Restless culture It will celebrate events and meetings every Wednesday of June in Madrid in which it will promote the rediscovery of usual places under a new look.
The production of activations is worked in collaboration with Scrum, also collective agency &.
The brand defines it in a statement as “unique experiences in locations
Unexpected “, among them, the NIM Salon Aesthetics Center, the La Haberra Clothing Store, the Malayerba Barber or space amen. All these spaces will host activities, workshops, creative interventions and cultural programming To enjoy Wednesday with a new perspective.
Tickets for these meetings can achieve through the application of Coca-Cola.
Royal Bliss’s proposal, as Tangoº points out in a statement, seeks to develop new ways to enjoy free time, even during the week. “This is a direct invitation to challenge consumption protocols, entertainment and inherited sophistication”; Says the agency.
To publicize the initiative, among other things, since June 1 there is a canvas in the Plaza de Olavideone of the points of consumption and gastronomy of the city of Madrid. “Sun, Olavide Square and Friends? Of course,” says creativity.
In addition, the agency advances that the great closure of the campaign will take place at the end of September in a European eventalso led by Tango, in Ibiza. The spaces The Ushuaia Beach Hotel and The Unexpeced Ibiza Hotel ‘will host the epitome of Royal Bliss’s experiential bet.
