SomosSapiens for RISI

RISI

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 #Placerosof√≠abyMios!, 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

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