Deseasonalising a ‘summer’ brand.
Estathé, the Ferrero Group brand loved by millions of Italians, aimed to create engaging and entertaining content that would capture the attention of Gen Z, making Christmas with Estathé even more memorable.
2023
CREATIVITY
GOAL
Creating a Christmas campaign that puts Estathé in front of people’s eyes in a period that is notoriously overcrowded in terms of communication.
During the festive season, Italians drink everything. Apart from iced tea, a drink historically associated with the warmer months. How to get people interested in a brand that they do not usually associate with the period?
Reality check: come VINCERE LA NOSTRA CHALLENGE?
Aiming to show all those situations that, under Christmas, bring us together, so that the brand feels closer to our real lives.
NARRATIVE ROLE
Estathé brings positivity Even at Christmas.
At Christmas we all experience moments that are a source of embarrassment and that do not make us experience certain situations positively.
For example, the classic questions from relatives and friends at dinners and get-togethers.
Estathé becomes our ally in regaining positivity and always having the answer ready, in front of any question.
EXECUTION
Project Highligts
A campaign completely realised by Caffeina Studios which allowed us to create more subjects to communicate with throughout the Christmas period on a reduced budget. Complemented by a series of static subjects, realised using AI systems to optimise production costs each one dedicated to suggesting how to get out of many typical Christmas situations with style and positivity.
Risultati.
A campaign to bring more Estathé to our tables. And more positivity on our holidays.
The campaign succeeded in striking people’s hearts, bringing almost all of them to see the different subjects from beginning to end and thus helping us to achieve the main objectives of brand awareness and target audience engagement.
The three 15‘’ subjects went on air in rotation on different digital platforms such as MediasetPlay, Rai Play and YouTube, while the static subjects were planned on the brand’s Facebook and Instagram channels.
