Bauducco Panettone US Launch Campaign / Creative Direction
Panettone, a beloved Latin American delicacy, proved difficult to describe to those outside the region, especially Americans. To address this challenge, we opted to let Americans speak for themselves. Utilizing social media and samplings, we invited people to share their impressions and descriptions of our panettone. We then ingeniously crafted entirely new packaging that showcased these quotes and tweets as bold and unique product descriptions. By allowing real consumers to define the product, we succeeded in making our panettone more relatable and appealing to a broader audience, breaking down cultural barriers and enhancing its appeal beyond Latin America.
Check the case video
