It is not milk. It is not yogurt. It is not beaten. Neither Paschal It is clear about what it is. But he is rich.
This is the point from which the communication of Pascual beatthe new brand of the historic dairy company, which breaks into the market with an advertising campaign signed by the Chinese agency (part of Llyc), turning the bewilderment into a declaration of intentions.
Thus, instead of trying to explain WHAT IS PASCUAL LATEDthe campaign, which is entitled “The pleasure that is not allowed to define”, opts for a strategy of hedonistic and ambiguous seduction, reinforced by the iconic soundtrack “Born Free” and a careful visual direction.
“From the first product test we saw clear to recognize that we do not know what pleasure we have in hand”
“It’s a different drink, born free”summarize Rafa AntónCreative director of China. “From the first product test, we were clear that it was an invitation to ignore all the sensible advice of any launch and recognize that we do not know very well what kind of pleasure we have in hand because there was nothing like that. We are excited to start working with an advertiser who is part of our life as a Pascual and we aspire to convert beat into a reference with the imagination by flag.”
The campaign has 20 seconds for television and an extended version of 40 seconds for cinema. In addition, it includes a 360º strategy with a presence on connected, digital, exterior, point of sale and social networks, with special focus on Tiktok and Instagram.
Pascual beat It is a drink that occurs in 230 ml format designed for adult consumption, with references such as Arabica coffee, African cocoa and natural flavor, and a new creamy texture in the category. But, beyond its functional attributes, the brand wants to cause something less tangible in the consumer: a license to enjoy without defining. “Latened is not a drink, it is a way of living indulgence”summary from the brand.
“We wanted to conquer that adult who finds no pleasure in the dairy category, and we have done it with a product as unexpected as it is delicious.”explains Natalia Fernández, director of the Pascual Dairy Business.
The campaign breaks, therefore, with the traditional codes of the category. There are no smiling or cows in the field. What is appreciated is a visual choreography in which the product appears almost as an object of desire, wrapped in lights, textures and suggestion.
With elegant humor, refined aesthetics and a brave creative direction, The brand is presented to the market With the fair tone of irony.
