EL POZO KINGUPP
Branding
BRIEF
Great campaigns don’t always start from scratch. Sometimes they arise from mutual trust, which ElPozo Alimentación has once again placed in Grupoidex to evolve its King Upp campaign. On this occasion, the challenge was to take a step further in an already established line, strategically adapting it and closing it with a high-impact action in the digital environment.
The brand sought to strengthen its bond with young people and gamers, without breaking with the fresh, dynamic and daring tone that characterises the original campaign. The adaptation had to add an ingredient of added value that would amplify the message without distorting it.
IDEA
The answer: to integrate TheGrefg, one of the most influential streamers and content creators in today’s digital environment. Not as a mere influencer, but as a generator of real connection with the audience. The campaign is adapted visually and conceptually to include him naturally in the existing narrative, giving him a coherent role that enhances the message and reinforces the #KINGAttitude.
This evolution not only updates the campaign, but also elevates it by genuinely connecting with the target audience through a like-minded digital influencer. A demonstration of how good endings also build great stories.
