Santiveri
What did we do
Creative Concept
Art Direction
Graphic Design
Web Development
The story of a bread with an odd name.
The story of a bread
with an odd name.
Santiveri
What did we do
Creative Concept
Art Direction
Graphic Design
Web Development
The story of a bread
with an odd name.
Santiveri asked us for a digital campaign to relaunch one of its star products: Dextrin bread.
Copywriter: What’s the name again?
Account: Dextrin.
Copywriter: Extreme?
We did some searching on social media and discovered that we weren't the only ones who had some trouble understanding the name. Never has an insight popped up so quickly.
What seemed to be a problem became the strongest point of the campaign.
Dextrin bread is named after dextrination, a process that makes it more digestible than a normal toast. And it also makes it more resistant, so the toast doesn't break in crumbs at the first bite. Many consumers love it for these reasons. But many did not even know his name. Or they didn't remember it.
So, instead of trying to hide the “issue”, we turn it into the core of the campaign. We went for being self-ironic about the name of the product itself to make everyone remember it. This is how the “Difficult to pronounce, easy to digest” campaign was born.
From the fields
to Tik Tok.
We set up a toast shooting and with those assets we created the main video of the campaign, and many other digital and offline pieces: POS materials, banners, social media ads, a newsletter, and obviously a product landing page that explained in detail all the benefits of the mysterious process of dextrination.
And aiming Gen Z to also discover the benefits of Dextrin bread, we prepared a TikTok version of the ad.
