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Sr Toronjo- Brand Launching Campaign.

Agency: Sancho BBDO.

Brand: Sr Toronjo.

Category: Soft drinks.

Country: Colombia.

Awards: 2 Golden Effies in 2016, Grand Effie award 2016, Bronce in Cannes Lions 2016 (Enterteinment Lions for Music).

After struggling a couple of times in the grapefruit segment, the soft drink maker Postobón dared to launch a "regueton's artist" instead of merely a grapefruit soda. The result? Won an important share of the market in that segment and captured the attention of the gen Z’s.

Summary:

After struggling a couple of times in the grapefruit segment, the soft drink maker Postobón dared to launch a "regueton's artist" instead of merely a grapefruit soda. The result? Won an important share of the market in that segment and captured the attention of the gen Z’s.


My role within the ad agency:

Leading the process, from the creation of the brand’s name and the strategy, to the launching and consolidation of the artist and the soda.


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