Pulco, in collaboration with TBWA\Paris, has just launched its new brand platform, focusing on the versatility of its uses. This initiative forms part of an entertaining and absurd advertising saga while staying true to the style that has characterized previous Pulco campaigns. Directed by Hafid Benamar, awarded the title of Best Director of the Year 2024, the brand has created a distinctive language through three captivating films.
Pulco’s new platform emphasizes the multitude of recipes possible with their products, making it a topic that’s hard to ignore. The campaign features simple dialogues centered entirely around Pulco recipes, showcasing the product’s diverse uses. Recognized as the lemonade expert, Pulco aims to meet all squeezed lemon needs throughout the year, seeking to reduce its consumption dependence on the summer season.
The campaign revolves around the new brand signature, “Lemon here, Pulco everywhere,” reinforcing the idea of multipurpose use. This new communication platform includes a strong television presence accompanied by a press component featuring five illustrations that follow the continuity of previous campaigns. This overperforming territory proves fertile ground for showcasing Pulco’s multiple uses.
Illustrated in a clean, distinctive style by Marie Assenat, the campaign features the Pulco bottle as the central element of various recipes. Examples include roast chicken with Pulco, fresh lemonade with Pulco Citron, and the 2024 novelty: Pulco Citron Gingembre. Whether it’s a hot Pulco lemon ginger drink or Pulco-marinated salmon, the bottle remains an integral part of the story.
This professional campaign, titled ‘Lemon here, Pulco everywhere,’ was published in France in May 2024. Created for the brand Pulco by the ad agency TBWA\Paris, this integrated media campaign relates to the food industry and includes one media asset. Pulco’s new approach not only aims to promote the versatility of their products but also encourages year-round consumption, ensuring that Pulco remains a staple in every household, no matter the season.
