El Puma como muletilla para captar a los adolescentes, ganó El Oro en el Hispanic Creative Advertising Awards
Client: Wm. Wrigley Jr. Co.’s Eclipse
Agency: Bravo Group New York
Category: Website
MARKETING CHALLENGE: Wrigley already had a well-known integrated campaign for Eclipse gum that captured the kitschy approach of the general-market ads in a wholly Hispanic way. The Spanish-language ads star aging Latin pop idol and former soap star José Luis Rodríguez, nicknamed “El Puma.” The campaign’s theme is “Unleash the puma within you” and features El Puma in ridiculous situations. Bravo’s challenge was to engage younger Hispanics, who live online.
CREATIVE SOLUTION: For the website, Bravo offered silly interactive consultations with El Puma himself about how to be more confident and let that puma out. Visitors also browsed the campaign’s TV and radio commercials and played games such as “Empúmate” (”Pumatize Yourself”) by superimposing their own faces on a picture of El Puma. Consultoriodelpuma.com drew more than 20,000 visitors in a month.
Fuente: www.advertisingage.com
