You can’t get it out of your head
For more than fifty years, Fiesta® has been a part of Italians’ days: thanks to its soft sponge cake, delicate orange aroma and mouth-watering cocoa coating, it is a snack that can awaken consumers’ senses and restore their energy and enthusiasm.
Fiesta’s challenge in 2021 was reinforcing the new brand positioning introduced in 2020.
How? By continuing to communicate that Fiesta is no longer just the snack to ease hunger, helpful in coping with a hectic and busy life, but is a brand that can ignite consumers’ enthusiasm to see the world from a new perspective.
If last year we danced, to continue to stay in the territory of enthusiasm this year, we decided to sing thanks to the campaign, “Fiesta: you can’t get it out of your head anymore.”
With the help of Elio e Le Storie Tese – and the entire Fiesta audience – we rewrote and recorded Raffaella Carrà’s famous song “Fiesta” to tell the product features and give an infusion of enthusiasm to anyone who listens to it.
Through collaboration with Elio e Le Storie Tese, it was possible to rewrite the song’s lyrics by incorporating the concept of enthusiasm, all the characteristics that make Fiesta unmistakable.
To engage users in rewriting the song, we created a narrative structure that, with a launch video and side content, would introduce the first part of the song and launch a very special CTA to our entire audience: help us choose rhymes to complete the song through social polls.
Always on, always good.
To support the entire campaign, in addition to the posts containing calls to action, we developed an ad hoc editorial plan with content focused on the theme of music, enthusiasm, and, of course, product features.
A video and Spotify - what a hit!
Once all survey responses were collected, we initiated the final phase of the campaign: recording the full catchphrase, releasing the single on Elio e Le Storie Tese’s official Spotify profile, and launching a karaoke version of the video to give everyone a chance to have fun singing along.