Mios! the new adult snack from RISI product positioning.
Challenge:
RISI offered a new challenge to SomosSapiens: the launch of their adult snack Mios!. A product that was unknown to the public and, at the same time, is a strategic product for RISI in the medium-long term.
This challenge involved brand positioning, creative concept, content and a digital media plan. To excel in this already mature and very competitive market was an ambitious goal.
Solution:
Our strategy began by analyzing the brand, category codes and new patterns in consumption lifestyle and food trends.
We should differentiate the product within a category of undifferentiated products. Therefore, we had to create a unique code which would connect well with the product and make it unique.
We reflected on how the brand could positively influence our daily lives and how advertising could be a tool capable of acting in society.
Campaign Result:
- Creative solution: The creation of a new world between the real and the animated that aims to make you find your own moments, only yours, MIOS pleasures!
- Branding and performance digital campaign with an influence marketing push: Exercise of severe targeting, contextualisation extracted on each micro-moment and different segmentations designed for each strategy, creativity, channel and concept.
- Action of continuity contents: In order to strengthen this new brand territory, we created #PlacerosofíabyMios!, where the consumer can find tips and experiences to boost their happiness.
Results:
- Success in media interactions: +131% clicks on digital campaign.
- Success in sales: 26%
Awards:
Finalist in Best in Food Awards