The sweet adventures
of Gastone
Lago goes digital at the Giro d'Italia
For Lago 1968, we developed a multi-channel communication project with various touchpoints, both online and offline, aimed at enhancing the recent rebranding of the historic brand of sweets and snacks. The initiative revitalized the brand’s digital channels (which had been dormant for some time) in conjunction with the 107th Giro d'Italia.
client
market
Food & Beverage
time
2024
A new narrative with an exceptional protagonist: Gastone, the sweet pastry chef
Here, everything revolves—even the strategy
Our strategic and creative direction encompassed various touchpoints, from the limited-edition product packaging for the Giro d’Italia to the transformation of digital channels. The Sweet Adventures of Gastone began on social media, continued through a contest, and then took several twists and turns before culminating in a final sprint with a mix of live interactive activities. At each stage, there were games and animations featuring Gastone, the mascot, captivating both young and old alike. A big thank you to Event’s Way for the collaboration! 😘
The right man to drive engagement
The initiative aims to generate strong brand awareness but, above all, to reactivate dormant channels like Lago’s social media by engaging the community. We thought, “There’s only one man who can do it—or rather, one pastry chef!” Gastone, our sweetness hero, helped convey the brand’s values and win over a new audience both online and offline.
The contest in collaboration with Scott
But even sweetness needs a little help… so, dulcis in fundo, we created a contest designed to engage with the community: all you had to do was take a photo, post it on Instagram, and tag @gastonelago. The prizes up for grabs were fantastic Scott-themed items: bikes and accessories.
Sweetness and social commitment
Gastone is the perfect ambassador for the values of Lago 1968. He loves pastry traditions and outdoor activities, and with this narrative leitmotif, we conveyed the brand’s values of genuineness and authenticity. During his journey across the peninsula, he also met the friends at Ca’Leido, the autism center of the Sonda Cooperative, an association that has long received support from Lago Group.
Sweet results!
A campaign lasting about a month, which sweetly achieved its goals, increasing brand visibility and engaging a wide audience through a perfect mix of initiatives and communication channels.
