“The Good, the Bad and the French”: the second part of the tv spot series for Belino Croissant.
We decided to use as our tools for that task the croissant origin (France) and the perception people have for French language and pronunciation. On top of that we used the strong identity of the product to our advantage capitalizing the whole heritage that the product has in its dna… but not in the expected way.
The result was two campaigns that narrate the stories of a French aristocrat that travels in iconic cinematic fictional places trying to explain how croissant is really pronounced, but, with no results. Because, after all, there’s only one name for croissant: Belino!
“Il Padrino and Belino”: the third part of the tv spot series for Belino Croissant.
For PIK, Belino is our favorite case of a communication that took almost 5 years of consistent presence that resulted a love brand, record sales but most importantly, a perception change about the brand. Moreover, a behaviour change of the consumers so, when they want a croissant, to ask for a “Belino” rather any other brand because croissant have only one name. Guess what...