Ad of the Day | Contrapunto BBDO Created New Campaign For ColaCao To Publicize Its Social Purpose, To Fight Bullying

Mar. 08, 2022

For over 75 years, ColaCao, the cocoa powder drink, has accompanied the breakfast of many Spaniards, becoming one of the most beloved brands in the Spanish market. Since its origin in 1945 it has been involved in the physical, intellectual and emotional growth of the youngest members of the household, an effort that this year culminated with the creation of the ColaCao Foundation, which represents an essential step towards this goal.

The brand’s social purpose is to fight against bullying, focusing on empowering boys and girls to bring out the best in themselves, being authentic without fear of rejection and respecting the differences of others to build a more diverse society.

To this end, Contrapunto BBDO, ColaCao's creative agency, has created the campaign "Repeat after me, I'm unique - Repeat after me no to bullying" which focuses on promoting the uniqueness of each boy or girl in favour of a more diverse and more equal society and fighting against the greatest enemy of child diversity: bullying.

The campaign's protagonists are children boosting their uniqueness accompanied by their actual parents—fathers and mothers that talk to them using the phrase "Repeat after me" to help them become aware of what makes them unique, as well as to promote values such as respect for others and self-confidence. The ads also show how bullying takes place in schools and call on those who witness it to raise their voices against it, helping to increase social awareness about bullying.

The main piece is a 60" ad supported by a 30" version. It was produced by Pueblo Films and will air on television and digital media under the strategy of the brand's media agency, Dentsu.

Within this framework of action, the ColaCao Foundation will develop actions in the fields of education, research and dissemination to minimize the impact of bullying in our country, where it's estimated that it affects one in four children.