Panditas: Serenata Digital

Panditas, a gummy-bear brand, partnered with Spotify to launch its new product through a social media campaign that allowed Mexican users to share tailored playlists during Valentine's Day.

Campaign details

Brand: PanditasLead agency: PublicisRegion: LATAM

Strategy

Objective

Launch Panditas Cursis, during Valentine's Day, joining the cultural moment.

Generate enough noise that the brand is able to build awareness around this cultural moment.

Build engagement with users using music as a point of connection

Shareability by word of mouth.

Target Audience

Women and men: 13 to 24 years old, young people, who enjoys celebrating holidays like Valentine's Day, and likes to express their feelings to fiends, partners, family.

Creative Strategy

Use music intelligence to allow Panditas to build awareness around the new launch for...

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