Iván Muñoz - Creative Director, Visual Designer & Brand Strategist - Alican

Brief:

Alican is a premium dog food brand produced in the Dominican Republic. For the launch of its new packaging design, we were tasked with creating a communication campaign focused on its distinctive attribute: Better flavor.

Insight:

Flavors are memories. When you taste food, you associate the flavor with a name: "It tastes like strawberry," "It tastes like chicken." The Alican flavor is distinctive and unique; our pets love it.

Idea:

Under the concept "Create good memories for your pet," we developed 5 characters to serve as campaign “Spokedogs.” Each one embodied a specific benefit of our product: Intelligence, shiny coat, energy, good digestion, and improved lactation. Each character’s personality highlighted these benefits.

Strategy:

Our goal was to boost Alican’s fan page and attract new followers. To achieve this, we created 5 Twitter profiles—one for each character—revealing their personalities a week before the campaign launch. We also published tweets in the press without mentioning the brand.

For the launch, we published a mock newspaper cover describing each character’s traits and inviting readers to meet them on the brand’s website. There, visitors could view their bios, hear them speak, see photos, and follow their tweets.

Teaser Phase

We created posts in high-reach newspapers with a Twitter message from each of the characters. The idea was for people to visit the profiles and follow them, wondering who they were.

Launch Phase

A week later, we launched the campaign with a newspaper cover featuring each of the characters.

We created individual artworks to sell the attributes and benefits of the product, tied to the personality of each character. These artworks were placed on Billboards, Press artworks and digital banners.

Digital

We created a website with each character’s biography, which also included tips and the product’s new image.

Translation: Home - Products - Tips - Characters - About us - Contact.
Banner: "You gotta eat well to have my style."

Translation:

Banner: "I have two muses: love and my food."

Biography:
Name: Philippe
Nickname: France
Age: 36
Gender: Male
Occupation: “Poet”
Nationality: French
Place of Birth: France
Breed: French Bulldog

He has lived in the country since he was 7, but still considers himself 100% French. He speaks Spanish with a different tone and sometimes even throws in words in his native language that no one understands, even if he likes it. He says he’s a poet, but has not been able to convince anyone of it because, once again, no one understands him. He believes he’s a connoisseur of everything, and I think he knows it all. It’s as if he were a phantom in our country, although he uses people’s ignorance to his advantage.

He has one of those piercing gazes, with half-closed eyes. He listens very well. That might be his hidden talent; nobody knows if it’s because he’s listening through his ears or because he’s very patient. He loves classical music and for them to play the violin for him. Even deep down, he feels more French than anything, but his actions reveal him as Dominican. He loves good food. He discovered Alican in the country and says that it keeps him here because it reminds him of the good flavors of his native land.

Radio

Creamos una campaña de radio utilizando la personalidad única de cada personaje.

But the fondest memory of this campaign is that we were able to get some of our four-legged fans to join the digital conversation.

Credits:
Creative Director: Katy Capriles
Copywriting: Iván Muñoz
Art Direction: Giselle Navarrete
Photography: Mediacaña
Sound Design: Adelobo

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