To work on Cacaolat’s relaunch, redefining the brand strategy to create a new positioning that would allow it to connect with families and gain penetration in the milkshake category. Subsequently, to communicate the new positioning based on optimism and emotion in a relevant and differential manner.

We sought complicity with parents, so the first thing we had to do was understand what their real day-to-day is like: hectic, exhausting yet endearing. We wanted to introduce Cacaolat into that routine — this had to be done with empathy, and ensuring the product had a clear role. That’s why we decided to turn around the chaos that families experience into a positive, positioning the brand at their side to promote positive moments spent together and providing energy to all family members.

That’s how El maravilloso cacao de cada día was born, a concept that plays with the double meaning of the word cacao: a synonym for chaos as well as a link to the product. The concept also linked to the daily consumption of the product. The concept has personality and allows the brand to champion the best of family life.

As for the launch itself, our priority was to be credible: we worked as closely as possible on insights and we worked with real families whose realism was transferred to the campaign. In addition, we hired filmmaker Marc Crehuet to produce the campaign: he was able to find the right balance between realism and good vibes that the new positioning required.

We worked on a main item and two reductions that we launched on TV and digital media at a national level, accompanied by an outdoor campaign. In addition, taking the end consumer into account, we suggested short items especially targeted at kids as well as digital capsules that cemented the new positioning and encouraged engagement with users.