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THERE'S NOTHING MORE "PERUANAZO"

A marketing campaign part of a study case. The project consisted of a total rebranding + a 360° ad campaign. In other words, an absolute redesign of a brand that didn't really had a visual identity.

old-logo

"Ajies del Perú" was a small brand founded by students of the National Agrarian University (UNALM), dedicated to the production of delicious chili creams, made from organically grown ingredients and chemical-free.

The brand was lacking proper advertisement and a defined comunication tone. Nevertheless, the product and project had a remarkable and unique value worthy of advertisement.

new-logo

We began redesigning the brand logo so it could reflect the SPICINESS of the pepper, as well as its connotations to "CHICHA" culture.

We desinged new labels and packagings for the hot sauce bottles, as well as graphics for ATL, BTL and digital media campaigns.

bottle1 bottle2 bottle3 bottle-packaging

For the brand's visual identity we got inspired by an ancient tradition, the offering to the goddess "Pachamama" (the inca deity of earth and fertility). In this tradition peppers we taken as high regard ny the godess, and given to earth as main offerings. These peppers were cultivated in the Highlands of Peru between Puno and Bolivia, lands that just happended to be where the "Diablada" traditional dance takes place. This traditional dance is particulary known for its dazzling masks that resemble devils with fire ornaments worn by the dancers. These cultural aspects surrounding the meaning of the pepper give us visual elements such as fire, the Andes, earth, nature, and spiciness.

The Ad campaign:

keyvisual

Key Visual

For the ad campaign, we develop the concept "Peruanazo", an augmentative suffix of the word "peruano" (peruvian), meaning more peruvian than.

The "azo" suffix indicates an enlargement or increase of qualities, and in peruvian language is used constantly to express great emotion on a word. (Examples: bueno-buenAZO, grande-grandAZO).

To add on to this, there's another very common peruvian custom: adding hot sauce or spicy cream to all or any peruavian dish while on the table to make it tastier.

Both of these insights share a subjective meaning: the addition of something, to make a thing larger and better. That's how we like it.

In that sense, the concept "Peruanazo" reflects how adding hot sauce to any dish, it's a very peruvian thing to do, hence, is something "peruanazo".

In conclusion, the concept seeks to appeal to peruvian culture and people, and plays around with patriotism and peruvian identity to hook up consumers.

ATL:

mockup1 mockup2
mockup3 rough-animatic

Rough animatic for TV spot

Social media:

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instagram-media-01 instagram-media-02 instagram-media-03

BTL:

For the BTL campaign strategy we came up with an activation in colaboration with renowned Peruvian electronic music DJ's "Dengue Dengue Dengue!".
But why this pair? Well, they are famously recognized for wearing handmade masks, with peruvian cultural elements, in all of their performances. Is because of these features that we decided to collaborate with them on a strategic alliance that will favor both the artists and the brand.

The activation would take place in one of the artist's sets on a recognized music festival: "Selvámonos". While the DJ's are playing wearing handmade "diablada" masks given by the brand. On our spot, in the foodtruck area, concertgoers can delight the tasty pepper creams and hot sauce along a delicious "El Gringo" burguer (another key ally with whom we'll be collaborating to make this activation possible). Adding to this, we will also be giving away colorable "diablada" masks for every purchase of a burguer combo or hot sauce/pepper cream. This way concertgoers would get the full experience of the "peruanazo" spiciness of "Ajies del Perú" by wearing their masks in concert while listening to Dengue Dengue Dengue's electric music. And also take with them a neat souvenir and reminder of the experience!

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BTL-event-mockup NMP_mobile_pic_4 NMP_mobile_pic_5 NMP_mobile_pic_6
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