LOLA MullenLowe Barcelona presents Grefusa´s new PipasG Campaign
A campaign that is not suitable for all audiences.
“With an annual turnover close to 100 million Euros, Grefusa today leads the snack sector of snacks in Spain.” (Source: El Mundo)
The brand asked LOLA MullenLowe Barcelona to create a communication campaign to make known PipasG through a new creative strategy that allows them to link emotionally with teens– since in Spain, the pipes play an important role in the life cycle of people.
With the concept, “Solo pasa con PipasG”, “Just go with PipasG”, LOLA MullenLowe Barcelona, along with the musicians, Ba$$ilones, a campaign for young people was create with a funny and notorious tone.
“It has been one of the funniest projects we´ve ever worked on. One of the keys to this campaign was the commitment of the agency/customer to move away from a more advertising profile and let us lead by the playful and fun part of generating content– since ultimately, we are talking to 15-year-olds.
Personally, i am very grateful to the whole team of GREFUSA for the exercise of trust and for betting on an idea like this, despite the fact that we know that it is not easy to say “come right, this is it, they are pipas Singing pseudoreggaeton songs, let´s do it!”. It certainly has enormous merit.
The idea is very simple. We have tried to make sections as easy to consume as a package of pipas from the perspective of product insights, that´s it,¨ according to Nestor García, Executive Creative Director of LOLA MullenLowe Barcelona.
The campaign was lauched on 15th February 2017 in Spain, with coverage on television and online.