Colombian Chocolate Milk Brand Pingüinos Challenges Outdated Social Norms In Sports-Themed ‘The Important Thing Is Inside’

Bimbo owned chocolate milk brand Pingüinos promoted and energised interest around its cartoon packaged drink in its home market of Colombia through a swimming and soccer sports-themed campaign called ‘The Important Thing Is Inside’ which challenged outdated social norms.

 

Conceived and created by Colombian agency Fantàstica, the campaign’s two anchor spots are titled ‘Empowerment’ and ‘Pride’ and tell the stories of Laura and Philip respectively and how they overcame challenges and prejudices.

 

Laura’s ‘Empowerment’ story revolves around swimming and is a take of her struggle and her triumph in overcoming a rare disease which led to a permanent disability and shows how she changed her own outlook and the perspectives of others while remoulding her destiny.

 

‘I used to focus my energy on trying to defeat a monster,’ said Laura who lost her leg after suffering from a debilitating disease, but battled back to continue her swimming career.

 

 

While Phillip’s ‘Pride’ spot tells the story of a youthful soccer skipper who finds his role and life lacking in meaning until he finds his own identity and begins to empower others.

 

 

Both ads close with the copy line: “What’s Inside Is What Really Matters.”

 

Both spots tell their story through a sporting lens and link to the product through the theme of energy which connects to the brand claim that chocolate milk gives drinkers more energy’.

 

According to Bimbo Sweet Baked Goods category Manager Julieth Martínez Quijano, the campaign aims to ‘help normalize contemporary diversity that too many in Colombia society still find difficult to accept’.

 

‘This campaign acts as an invitation to empower the audience that suffers constant transitions … and is often rejected for not following a pattern,” explained Quijano.

 

“We decided to use this shift in thinking to change the rules of the category and focus on kids who need energy to change the world they live in,” added Alejo Gómez, director general of creative at Fantàstica. “This generation uses their time and energy in a different way. It is clear that the way to approach them had to be different.”

 

The campaign was created for client Bimbo’s brand team of Marketing VP Juan Gavilanes and Category Manager (Sweet Baked Goods) Julieth Martínez Quijano by a group at agency Fantàstica which included Creative VPs Daniel Bermudez and Alejandro Gómez, DG Account manager Juan Camilo Tobón, Accounts Executive Giovanny Rociasco, Creative DCs Alma Manrique, Mario Peñalosa and Julian Velazquez, plus Copywriters Valeria Forero, Ana Tafur, Alejandro Gómez and Mario Peñalosa, as well as Art Director Nicolas.

 

The production company was Akira Cine, the spots were helmed by Director Juan Rueda, while sound handled by Sonica with music by Camilo Montilla.

 

 

Comment

 

It seems an unlikely approach to promote chocolate milk – which sits somewhere uncomfortably between the sweet junk food/drink and the energy drink sub-categories – to Millennials and Gen Z by tapping in to these generations’ perspectives on rethinking societal norms via an aspirational approach.

 

Has it fully landed? We will leave that up to you to decide.