27 October, 2016

Sojasun: La Prueba

Finding a weakness and turn it into a strength is important part of a strategy to make a brand experience memorable. To preserve the message on the consumer's top of mind and turning it into a great memory, brands used to look for an adverse situation for the target audience to demostrate them that the product or service improves that situation notably.

Sojasun, a brand specialized in vegetal food with soy, adopted this strategy in its campaign called "La Prueba", doing a peculiar experiment with its target audience who is difficult to reach when it comes to this kind of food, transforming their bad experience into a positive one and showing them that there are many ways to eat vegetals in an appealing way.

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