Sumol wanted to reinvest in Angola, relaunching the brand and its spirit anchored in authenticity. We took the brand’s essence to a whole new level with the concept “Desavergonhados” (meaning “The shameless”).
Sumol “Desavergonhados”
Client.
Sumol
Making an Impact.
Advertising.
Brand Activation.
Film & Motion.
Food & Beverage.
What can be more refreshing than a shameless campaign for Sumol?
Challenge
“Those who don't appear aren't remembered” — this is an obvious truth in the world of communication, even more so in a market as competitive as soft drinks. Sumol wanted to be seen and remembered again in Angola. In addition, Sumol challenged us to relaunch the brand in this country and other African markets by repositioning itself on urbanity and authenticity as an empowerment brand for Generation Z - where the individual and their particular characteristics and behaviours must speak louder than social norms and standards.
Sumol challenged us to relaunch the brand as an empowerment brand for Generation Z.
Insight.
Searching for the authenticity of this generation, we found a legacy, a social phenomenon among younger Angolan people that represents the spirit of not being ashamed. This is a step further in the search for originality and spontaneity (core to the brand), and it’s based on the roots of teenagers’ African pride (totally relatable to the target).
Creative Solution.
"Desavergonhados" was the concept we developed for the campaign. We started by adapting Sumol's manifesto, celebrating the individuality and unrestrained attitude of Angola's Generation Z.
Brand Activation.
But to enter and stay at the top of these consumers' minds, we knew we had to meet them, be where they are, appear in the programmes they watch, and talk the way they talk.
That's why we developed a brand activation platform, the highlight of which was a feature on one of the most-watched teen programmes in Angola: ‘Tá a Bater’.
140,000 views on Sumol Angola's Instagram
