"We are Ecofriends." Ecoembes capitalizes Montoya's phrase to raise awareness about recycling

“We are Ecofriends.” Ecoembes capitalizes Montoya’s phrase to raise awareness about recycling

Jane Anderson

March 4, 2025

Montoya de "La isla de las tentaciones" frente a un cubo de reciclaje

Ecoembes adds to the list of brands that are taking advantage of the passage of Montoya For the Telecinco program, “The island of temptations”, to capitalize on its most viral television moments.
“We are Ecofriends” It is the phrase of the contestant that has given rise to the new marketing action of the entity. He pronounced it in the last episode of the reality show, and this led the organization to take advantage of the virality of it to promote recycling.

Until @j_carlosmontoya It is clear: we must not leave waste in nature. 🗑❌

Have you also signed up for #Libera1m2 for rivers, lakes and reservoirs? 👀#Proyectolibera @Seo_birdlife pic.twitter.com/kc6bvtgo3p

– Ecoembes (@ecoembes) February 28, 2025

With the phrase “Montoya, please” As a germ of this trend, there have been many brands that are being attentive to the conversation generated by the social networks program. On the occasion of Valentine, for example, Burger King He created a “traffic light” with Montoya, taking as reference the concept of the popular party and encouraging users to find their ideal partner in their establishments, dressed in colors that reflect their availability to love.

In the case of Ecoembes, the moment that the brand has sought to capitalize is in which Montoya specifies another contestant “We are Ecofriends”after he threw some paper scarves to the ground. By the hand of Keepers, influencers of influencers of Apple tree, A action of Real -time marketing in which some of Montoya’s most famous coletillas are used in the program.

See this post on Instagram

A shared publication of Montoya (@jose_carlosmontoya)

Through this post on Instagram, Ecoembes aims to raise awareness of young people about the Importance of recycling waste And for this Montoya appeals to the need to carry out certain actions with responsibility, with comments of the type “Do french fries bags? To yellow “.

Real -time management

The publication was launched last weekend after the issuance of the program and, according to the statement issued by the agency, in a few days it managed to convert the noise of the broadcast into More than 5 million organic visualizations And overcoming the 200,000 I like Instagram.

“We are really happy with this collaboration, which has allowed us to arrive in a genuine and authentic way to our youngest audience and be able to participate in the conversation in a natural way, putting recycling”, Explains in this statement Nieves Hernández, director of Communication at Ecoembes.

It should be remembered that Apple Tree is the Ecoembes digital strategy agency, which led them to raise this action and, as indicated in the statement, “In a few hours a script was thought of several of his most iconic phrases and a collaboration with his team was managed through Keepers, with the challenge of launching the campaign before the weekend to maximize its relevance and take advantage of the fact that the episode was still recent.”