Notoriety on digital platforms and their communication skills are the arguments presented by the chef Gipsy Chef canadian consumer email lists, alter ego of Pablo Albuerne from Oviedo; and Abe The Ape, on the creative name of the Gijon illustrator Abraham Menéndez. Both are the protagonists of “Muy Nuestro, Muy de Kas”, a campaign by the soft drink brand with which it wants to position itself as the ideal drink to accompany the aperitif. The action concentrates its diffusion in the regions of the north of Spain, which is where the brand has more presence.
Digital notoriety is also behind two recent brand actions that, although they are not advertising campaigns, speak of the new type of collaboration with notorious characters that advertisers are looking for. One is the initiative of the talent representation agency Vizz and the manufacturer of potato chips Wanna Freak by which youtuber Nil Ojeda and influencer Paula Gonu created their own potato brands that were distributed in such popular establishments as Carrefour chains. Carrefour Market and Supersol.
The other was the collaboration of Burger King and Mediaset during the last European Championship for which youtubers were hired as alternative narrators of the matches in broadcasts that could be seen through Mitele socialposts.