Insight

Chocoramo is Colombia's #1 confectionery brand. A brand that inspires national pride across the country, with a history of more than 50 years in the market. That's why, since 2011, hundreds of Colombians have been clamoring for the creation of a Chocoramo-flavored cereal. As a result, we teamed up with the country's #1 cereal brand, Kellogg's, to create a fusion of both flavors and transform snack time.

After months of hard work to launch the 2023 flagship product, one of our company's employees was overcome with hunger to try it. He posted a photo of the cereal box, causing widespread confusion across the country.

Idea

A leaked photo from our company became the perfect excuse to see the crisis as an opportunity. We made Colombians think we didn't know what was happening either and that we were with them. Although we did know the truth 😉 That's where "Colombia deserves the truth" was born. More than a campaign, it was a movement that put us on the side of the people.

EXECUTION

In just a few hours, we launched a response to the issue with posts on social media and billboards across Colombia, all in real time. We tricked Colombians into believing that we didn't know what the photo was about either, generating even more buzz.

By using a winking emoji, we left the certainty of our statement unresolved. In this way, at a time when we had lost the expectation phase, we generated more anticipation than we had estimated.