QÉ!, content to reconnect

CHALLENGE: Qé! is a well-known pastries brand in Spain but it was losing its relevance among 18 - 24 yo people - its target audience. How to reconnect with the target with a very limited budget?

SOLUTION: a new brand language was developed to match people's language and open conversation on an equal footing on social media. A new always-on communication platform was created, capitalizing on brand's greatest asset: its name. "Y ahora Qé?" (and now what?) was a trigger question to showcase brand products in social media universe, exploring and stretching content limits. The question reflected consumer behavior, who is always on the lookout for the next new thing.

This strategic approach was a break-trough in the Spanish market, since the norm was to adapt traditional advertising into social channels instead of developing content using a "social media-first" perspective.

▪ Consumer research
▪ Creative strategy
▪ Concept idea

Agency: Lola MullenLowe Barcelona