Mi marido es un artista
To create content with a new tone capable of differentiating Leche Pascual Sin Lactosa from the competition.
Leche Pascual Sin Lactosa is a product that contains vitamin b6; vitamins give you energy to get through the day. Our campaign had to focus on that "extra energy" that differentiates this milk from its competitors.
The insight behind all of this was as follows: You drink lactose-free milk because normal milk “does not suit you”. But, what other things don't suit you in the morning? The alarm clock, noise, having to hurry, annoying people… Our milk and its vitamin b6 could be the key to making your mornings seem easier.
We wanted to focus the entire initiative on the moment of consuming the milk, so we chose a testimonial that told us the story of a very unusual couple: He is a complete disaster and she, our star, believes her disastrous husband is great, so much so that she even believes he is an artist.
Using this as our base, we created a video full of insights which consumers were able to identify with and see that if you have a good sense of humour and energy in the morning, everything will seem alright.
The campaign video reached 3,000,000 views in three weeks, exceeding the target established by the client by 78.3%.