la
suprema dificultad.
(The Supreme difficulty).
Example key visual from 2013 and back.
La Pasta de los Panameños.
(Pasta for/by Panamenian).
After a lot of sleepless nights researching the brand and its competition I found out that all of them were trying to mimic the classic Italian stereotype instead of embracing their local production which made the brands lose consistency in their voice, It was a huge opportunity.
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I found myself working with a local brand that had, throughout the years, decreased its reputation, and it was steadily coming in the range of extinction after 80 years of bringing pasta to the Panamanian people.
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The main problems:
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The brand was outdated.
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Consumers thought it had poor quality
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There was a cultural misconception that pasta was an unhealthy meal that caused weight gain.
Example key visual from 2013 and back.
With the support of our client and my team we went back to basics reclaimed our local-made pride and nationality; and we were able to achieve this by developing a long-term objective strategy, integrating both traditional and digital media to revive this brand and re-position it as Local, healthy, fun, sporty and family oriented.
We made a complete re-design in their image and approach by launching a TV spot with an emotional approach.
Through different digital platforms, we adapted our message and content: one of the most popular was the stories of the five oldest employees of the pasta factory (Some of them being employed for more than 40 years). They shared anecdotes, historical moments, and facts about the brand and country. it was incredible how much they were able to reconnect with our public.
Creando
un nueva comunidad
Breaking a Pasta Stereotype
Making pasta a fitness trend sounded crazy enough to work. We began by Identifying our audience in order to create content that was relevant, useful, and that would engage with our audience.
We empowered eating pasta, giving it a young, humorous voice and articles that we trending topics, we slowly self-proclaimed as the young cooking guru.
Se informativo y
entretenido.
(Entertaining and useful).
We began to tease social media about a diet that consisted of eating one pasta dish for lunch every day for 60 days, and yes... we actually went through with it. And made a Facebook reality challenge.
We used digital media as the journey for consumers with specific BTL (below the line) and ATL (above the line) touch points, like TV segments, activities and different publishers to continue to remain in the lifestyle of our audience supporting the idea of using pasta as the go-to carb in your diet.
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(The Supreme Diet).
People shared their progress, tips, pictures and motivated each other creating real-time content, even smaller online activations in order to continue the "the fuzz".
We created a solid landing page that was a tool for a healthy lifestyle and connecting people, a resource of information.
Primera pasta deportista
(First FIT pasta).
What began as a small digital campaign, now supporting sporting events, engaging real life and in real time with
our audience. We positioned ourselves as a prideful Panamanian brand that supports our community, promotes health and invites you to join the outdoor fun.
Nossa Victoria
(Our Victory!).
#Nossavictoria was a trend that sponsored local sports team that was designed to be tagged in every event we promoted, it symbolized victory and healthy competition
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our most symbolic team was our Cayuco Team.
We created our own Sponsored Cayuco Team, was well as Soccer, Swimming and running teams supporting Panamanian talent.
Today
We used every single channel available, we adapted our message to each platform and the way people consume information in each one. We measured the correct data that guided our entire digital strategy
and lifespan of our initial "Pasta by for Panamanians" campaign.
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I do not believe Digital Media is a destination but a presence that invites you to make real human connections, it's helpful and present in your life without being overwhelming or invasive.
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there is still so much to discover.
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