Agency Assignnment
A new brand activation for Sofficini
How to consolidate the emotional bond between people and the iconic chameleon Carletto - an intergenerational mascot, symbol of the brand for over 25 years - and increase Sofficini's brand consideration for its main target: the Easy Happy Families? Through a consumer promo focusing on entertainment, sociability and sharing, the brand values of Sofficini, as well as on the friendly and light tone of voice that has always characterized the brand's communications.
Creative strategy
Carletto meets Mattel
For our brand activation, we chose to focus on a very appealing partnership that would enhance the character of Carletto in an unprecedented way! After Monopoly and Cluedo, Carletto becomes the protagonist of a special limited edition of UNO: the addictive card game signed by global entertainment giant Mattel. This is a relevant and consistent choice with the character of Carletto, as the features of UNO offer the ideal habitat for the 'chameleon' qualities of the mascot. Just think of the famous “color change” cards: who better than Carletto could be the protagonist of this special limited edition?
Added value
Limited edition made in Ad Store
Thanks to the partnership with Mattel, we created a special edition of the UNO game in pocket version, which consumers could win by participating in a dedicated contest. The limited edition was entirely created and customized by the agency's creative team, led by our toy designer Miguel, who was able to interpret the iconic king of disguise and undisputed protagonist of the activation. The campaign was supported by an integrated communication plan that made it possible to intercept the online community of Carletto's lovers and fans of the UNO game.
