Gastone (Lago)
joins TikTok
From mascot to TikToker... Gastone blew up!
This project was a real challenge, an experiment shared with our client. We set out to transform Gastone, the mascot of Lago 1968’s snack line, into a true TikTok influencer to connect with and attract new communities.
client
market
Food & Beverage
time
2025ongoing
Gastone is TikToking like a pro! ⏲️💥
📣📱Why TikTok?
Because it’s the social platform of the moment, the place where things happen… But above all, because it allows us to create snackable content 🍩 — perfect for the food world. During the strategy phase, we also noticed it was still a competitive white space. In the sweet bakery segment, the presence is uneven: some big players are there, but their content is either boring or, worse, totally boomer 👴🏻 Others are absent or lack distinctiveness… so there was room to catch up!
We went for it.
The challenge 🏁 💪
How do you make a brand stand out on a trend-driven platform — where promotions fade fast and entertainment rules? Easy: you turn the brand into a creator.
We already had the solution right at home: Gastone! 👨🏻🍳
We turned Gastone Lago, the mascot of the snack line inspired by the company’s founder, into a true TikTok creator — funny, curious, and a little irreverent. His mission? To engage younger audiences (and not only) with a new kind of storytelling: authentic, playful, and relatable. 😎❤️🔥
The concept: entertain, not sell👏👏🏻👏🏾
No traditional ads — just sketches and gags inspired by trends, with a hint of slapstick humor and a wink to Gen Z… but without forgetting that TikTok is now reaching a much broader and more diverse audience.
Everything was produced in a lean, creative way: a smartphone, a giant mascot, and a lot of imagination. It’s showtime! 🎥📱
The transformation
From mascot…
The sweet pastry chef: friendly, curious, and outgoing — spreading the goodness of his simple, homemade-style treats.
…to creator! 💫
A snack influencer, the unpredictable star of gags, memes, and trends — always with his own unique twist. At the same time, he’s the voice of the Lago brand, proudly sharing its motto: “Choose your pleasure!”
How did it go?
SPOILER: Gastone totally blew up! 💣 💥
Mouth-watering numbers 🍰🍪🍩
TikTok works (…and so does Gastone)!
With the right tone of voice and the right formats, the results came fast! In under four months, and with a modest ad spend, the project achieved millions of views, thousands of followers, and an engaged, on-target community — driving brand awareness growth and a unique positioning in the category.
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