https://www.youtube.com/watch?v=VBxnlNNEHKs&t=1s
La Española is an iconic brand with over 80 years of legacy. It was the first to stuff green olives with anchovy and has expanded its portfolio into a varied range of olives like no other.
From product to brand through experience
We started by defining the brand’s positioning, reviving its iconic essence and targeting a new audience: the ‘enjoyers’.
Based on defined values and attributes, we brought fun and sociability to its foundational pillars of product superiority and pioneering spirit, crafting a brand framework with a value proposition: “A life like no other.”
We evolved the legendary jingle into a new lifestyle concept tailored to this audience. Now, every snack becomes an ‘aperitivazo’, and every olive-filled moment a ‘momentazo’.
Segmentation and packaging
To clarify the product range, we defined three brand territories to fuel growth and focus:
– ‘Momentazos como ninguno’: products for solo or paired enjoyment, featuring flavorful and surprising fillings.
– ‘Naturales como ninguno’: olives that showcase natural or seasoned taste.
– ‘Sanísimos como ninguno’: healthy products aligned with market demands.
We redesigned the packaging to be more visible, modern, and cheerful, increasing shelf impact.
We also launched ‘Fills with Personality’ to revitalize the category.
A life like no other
We launched the ‘A life like no other’ campaign with the help of 50 influencers to inspire consumers to worry less and enjoy more.
This included segmentation, packaging, promotions, campaign activations, and category management.
The result: La Española today is a little more ‘like no other’.
