SCOPE
Brand communication and value proposition
Challenge
Esporão brought two challenges. For Esporão Olive Oil, finding the campaign message for Portugal and Brazil. For Defesa wine, building a value proposition with storytelling, a promise and a clear reason to be chosen.
Process
In two co-creation sessions with the marketing teams, we worked on attributes, competitive context, elevator pitch and brand personification. For the olive oil, we brought a copywriter to the table and chose the creative route together. For Defesa, we designed the brand territory from the ground up.
Results
Esporão Olive Oil: a brand narrative and tagline proposals for the campaign.
Defesa wine: a new value proposition, with purpose and personality.
Two teams aligned around messages they created themselves, ready to hand over to the agencies.
