In order to increase its participation in the carbonated beverage market, the Pascual Cooperative decides to launch a new brand of cola. The challenge was great since it involved entering a complex and highly competitive terrain. As part of the Marketing strategy, a safer path was chosen: shelter the new brand with another one already built: Lulú, which is already a cult object and a classic in the Mexican market.
Personality and Behavior
Therefore, since it is not just a new flavor, a whole brand architecture was developed that allowed us to communicate the values of the new product but taking advantage of all that was advanced with the Lulu brand. To achieve the above, a whole branding strategy was required that would give it its own identity as well as a unique personality: Lulú Cola should be similar enough to the current one but different enough to compete outside the portfolio of existing flavors. Another important aspect to consider was the fact that it could also compete in the mixer segment.
The idea focused on communicating contrast and thus exalting the idea of difference. The dichotomy focused on color.
Therefore, a proposal was designed that at first sight showed great differences; using elements that, in spite of their high contrast, could be complementary, balanced and part of a neutral ecosystem (at the beginning) but that when they became harmonious.
Spot vs TV commercial
The proposal was aimed at breaking the communication paradigms that traditionally accompany a cola. The normal thing would have been to produce a conventional spot, however, it was decided to make a video clip whose elements were more sophisticated with respect to what is usually shown in a mass market.
The result was a visually attractive spot with sophisticated codes but that created a good link with our target audience.