After reigning undefeated for years in the local sangria market, the Pepito Sangria brand of Groupe Geloso saw new competition emerge with the rise in popularity of low-calorie seltzers. Geloso therefore turned to the Rinaldi-Maestro agency to create an advertising campaign based on the personification of Pepito.
The campaign aimed to increase Québécois consumers’ brand awareness of Pepito Light, a line of Pepito Sangria, through the hilarious and unforgettable character of Carlos Pepito. The agency produced a TV commercial in which Carlos arrives at a boring house party, where the drinks are low in calories but also low in flavour. Then, with a twist of his fiestache, he turns it into a real fiesta featuring delicious cans of Pepito Light, low in caloritas but high in flavorita! As an homage to the brand’s party-loving image and to the Spanish origins of sangria, his presence also triggers a lively flamenco riff. In order to maximize the impact of the character on consumers, we placed him at the heart of an expansive, multi-platform campaign. Carlos made an appearance on TV screens, web banners, and outdoor displays in different regions of Québec.
Our promotion of the character via television, outdoor and digital advertising was a smashing success: the campaign generated approximately 170 million impressions, with almost 2 million interactions on social media platforms like Facebook, Instagram, and YouTube. Needless to say, Carlos Pepito has left his mark on Québécois consumers.