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Boquitas Señorial
The Whistle of Chicharrones Señorial
RAN IN: Guatemala
CLIENT
Central de Alimentos
Eduardo Castillo Di Vito, VP Central America José Mariano Castillo, Marketing Manager Edgar Rosal, Brand Manager Jorge Barrios, Brand Manager Jr Alfredo Pivaral, Commercial Director
AGENCY
Alejandro Murillo, Creative Director Diego Castillo, Creative Director Guisel Alpírez, Account Executive
SUMMARY
In 2010, Señorial was in third place of the indicator of Total advertising recall in the snack category. The category leader, with a national and an international brand, conveyed a nationalist message. It invested double of budget and obtained 19% of this indicator positioning itself in the first place. Chicharrones Señorial was seen as a generic product and was not directly related to Señorial. The solution was to create a whistle that connected Chicharrones with the Señorial brand. After the launch of the campaign and for 72 months in a row, Señorial obtained the first place of total advertising recall, investing half that the leader. Currently Chicharrones Señorial is part of the Guatemalan culture with its traditional whistle.
Type: B2C
Language: Spanish
