Postobon: The Celebrity Project [spanish subtitles]

Credits & Description:

Título/Title: Sr Toronjo The Celebrity Project
Marca/Brand: Sr Toronjo
Anunciante/Advertiser: Postobon S.A.
Agencia/Agency: Sancho Bbdo
País/Country: Colombia
Agency: Sancho Bbdo
Brand: Postobon
Country: Colombia
Entrant Company: Sancho Bbdo, Bogotá
Advertising Agency: Sancho Bbdo, Bogotá
Media Agency: Sancho Bbdo, Bogotá
Pr Agency: Sancho Bbdo, Bogotá
Production Company: Sancho Bbdo, Bogotá
Additional Company: Sancho Bbdo, Bogotá
Executive Creative Director: Juan David Jaramillo (Sancho Bbdo)
Digital Director: Sebastian Davila (Sancho Bbdo)
Copywriter: Luis Daniel Morales (Sancho Bbdo)
Chief Creative Officer: Giovanni Martinez (Sancho Bbdo)
Musical Producer: Kilombo (Kilombo)
Executive Creative Director: Mario Lagos (Sancho Bbdo)
President: Carlos Felipe Arango (Sancho Bbdo)
Musical Creative Director: Juan Fernando Fonseca (Miguel De Narvaez Musica Y Estrategia)
Account Executive: Katherine Contreras (Sancho Bbdo)
Account Director: Nicolas Duarte (Sancho Bbdo)
Creative Director: Sebastian Cuevas (Sancho Bbdo)
Music Artist: Sr. Toronjo (Sancho Bbdo)
Art Director: David Sanchez (Sancho Bbdo)
Planning Director: Jorge Becerra (Sancho Bbdo)
Account Executive: Luisa Romero (Sancho Bbdo)
Estrategic Planning Vp: Andres Carvajal (Sancho Bbdo)
Content Producer: Diego Forero (Sancho Bbdo)
Planner: Cristian Ángel (Sancho Bbdo)
Chief Creative Officer: Hugo Corredor (Sancho Bbdo)
Chief Executive Officer: Natalia Perez (Sancho Bbdo)
Agency Producer: Rcn Comerciales (Rcn Comerciales)
Campaign Description:
When celebrities become famous, they create their own brand and place a product on the market achieving amazing sales results.So in order to launch a new grapefruit soda drink, we decided to create a new reggaeton singer named Sr. Toronjo, who drew the attention of young people all over the country. After a long artistic carrier and when all the country was talking about him, we decided that it was time for him to launch a soda drink that had his name and his face printed on each bottle.
Outcome:
In the first month, more than 11 million units were sold. But most importantly we created a celebrity that young people loves and want to interact with all the time. The best part is that his face today is our logo.Radio stations, entertainment shows, music channels, news channels and international media like MTV talked and still talk about Sr. Toronjo.Today, our logo sings, gives interviews, dances and makes people feel exited. Some fans ask him for a kiss, others say he has a sexy bum and others even want to have his children…20.000.000 interactions6.5% engagementPretty good for a new brand that nobody knew one year ago.
Synopsis:
Our client was going to launch a new grapefruit soda drink for young people. The problem was that, of course, young people hate advertising and don't listen to it, at least in the traditional way. This meant that we had to came up with something truly original to be successful.
Execution:
First, we released his first single “SÁCALO” that immediately went up to the top of the charts, then we published the video clip of that song and also a lot of content including two new singles. This made every entertainment show and radio station in Colombia start inviting him to do a lot of interviews, and in no time he was one of the top celebrities of the whole country. He even was interviewed by MTV Latin America and by other international media.
Strategy:
Young people in Colombia hate advertising and don't listen to it, at least in the traditional way. This meant that we had to came up with something truly original to be successful. So, we decided to create a celebrity: someone that everybody, specially young people, loves and admires. This with the purpose of making him the image of our brand in the future.