Cacaolat in its expansion strategy outside of Catalonia asked us for a digital campaign to gain notoriety in the Valencia area during some very special days for them: Las Fallas. During one week per year, explosions start with the first “Mascletà” and can be heard all day long. Everyone from small children to elderly people can be seen throwing fireworks and noisemakers in the streets, which are littered with pyrotechnical debris.

We created an “online Mascletà” on Facebook, with our range of products. This “online Mascletà” blew up all our range recreating what Valencians do every year for Fallas with fireworks and fire. We also gave the opportunity to blow up one by one each of our products through Instagram stories. An idea that breaks with the rules of marketing: treat your product like a jewel.

We wanted to create brand notoriety and empathize and win the hearts of all Valencians in Fallas.

The target of this campaign where the Valencian consumers of chocolate milkshakes. In the spanish region of Valencia it is very common to consume a local brand called Cholec so we wanted that all valencian people change their mind and start consuming Cacaolat.

To explode the entire range of Cacaolat products we had a special effects specialist, we built a kind of fort with bulletproof glass to ensure the safety of the equipment and we shot it with a Phantom camera.

Impact on 2.5 million users, half of whom clicked to activate the sound. 3 times more than the average.