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class="breadcrumbs is-full-width breadcrumbs-a" id="breadcrumb"><div class="inner ts-contain "><span><span><a href="https://insiderlatam.com/">Inicio</a></span> » <span class="breadcrumb_last" aria-current="page">Digitas Perú se declara “coolpable” del nuevo lanzamiento de Cool Fresh</span></span></div></nav> <div class="main ts-contain cf right-sidebar"> <div class="ts-row"> <div class="col-8 main-content"> <div class="the-post-header s-head-modern s-head-modern-a"> <div class="post-meta post-meta-a post-meta-left post-meta-single has-below"><div class="post-meta-items meta-above"><span class="meta-item cat-labels"> <a href="https://insiderlatam.com/categoria/agencias-creativas/" class="category term-color-8" rel="category">Creatividad</a> </span> </div><h1 class="is-title post-title">Digitas Perú se declara “coolpable” del nuevo lanzamiento de Cool Fresh</h1><div class="post-meta-items meta-below"><span class="meta-item post-author"><span class="by">By</span> <a href="https://insiderlatam.com/author/redactor-v/" title="Entradas de Redactor V" rel="author">Redactor V</a></span><span class="meta-item date"><time class="post-date" datetime="2024-09-23T12:25:20-03:00">23/09/2024</time></span><span class="meta-item date-modified"><span class="updated-on">Updated:</span><time class="post-date" datetime="2024-10-15T07:56:26-03:00">15/10/2024</time></span></div></div> <div class="post-share post-share-b spc-social-colors post-share-b1"> <a href="https://www.facebook.com/sharer.php?u=https%3A%2F%2Finsiderlatam.com%2Fdigitas-peru-se-declara-coolpable-del-nuevo-lanzamiento-de-cool-fresh%2F" class="cf service s-facebook service-lg" title="Share on Facebook" target="_blank" rel="nofollow noopener"> <i class="tsi tsi-tsi tsi-facebook"></i> <span class="label">Facebook</span> </a> <a href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Finsiderlatam.com%2Fdigitas-peru-se-declara-coolpable-del-nuevo-lanzamiento-de-cool-fresh%2F" class="cf 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data-src="https://www.youtube.com/embed/CQlJbdgCKZI?feature=oembed" class="lazyload" src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw=="></iframe> </div> </div> </div> <div class="the-post s-post-modern"> <article id="post-108606" class="post-108606 post type-post status-publish format-standard has-post-thumbnail category-agencias-creativas category-destacados tag-peru"> <div class="post-content-wrap"> <div class="post-content cf entry-content content-spacious"> <h6>La campaña de Cool Fresh, que introduce los sabores Naranja y Fresa, se distingue por devolverle a la categoría el humor “nonsense”, que refleja cómo ven al mundo los miembros de la generación Z.</h6> <div>Digitas Perú presenta su más reciente campaña para Cool Fresh, que marca el lanzamiento de dos nuevos sabores: Naranja y Fresa. Este esfuerzo de la agencia no solo amplía el portafolio de la marca, sino que también redefine su comunicación adoptando un enfoque mucho más fresco, nonsense y disruptivo.</div> <div>La GenZ ha sido frecuentemente objeto de críticas por parte de las generaciones anteriores, quienes cuestionan su capacidad para encontrar un propósito claro. Sin embargo para ellos experimentar y explorar nuevas facetas de la vida será siempre su norma. La nueva campaña de Cool Fresh, bajo el lema “Coolpables de probarlo todo”, celebra esta actitud de exploración y autodescubrimiento.</div> <div>Fernando Arriola, Director de la Campaña en Digitas Perú, explica: “Hoy en día, la construcción de marcas va más allá de los discursos tradicionales. Se trata de conectar genuinamente con la audiencia a través del tono de la marca y una comunicación fresca. Esta campaña representa una evolución en cómo las marcas pueden relacionarse con la Generación Z, ofreciendo una propuesta estratégica y sólida que resuena con sus tensiones únicas.”</div> <div>La campaña de Cool Fresh, que introduce los sabores Naranja y Fresa, se distingue por su devolverle a la categoría el humor nonsense, que refleja la manera de cómo ven los Zs el mundo. Carlos “Charro” Altamirano, VP Creativo de Digitas Perú, añade: “Cool Fresh no solo le habla a los jóvenes, sino que los comprende y los impulsa a seguir explorando nuevos sabores y experiencias. Declarar con orgullo esa ‘culpa’ de disfrutar múltiples pasiones es el corazón de esta campaña.”</div> <div>La campaña se despliega a través de diversos canales, incluyendo una estrategia digital agresiva integrando plataformas sociales y de VOD junto a varios creadores de contenido con divertidas parodias de “coolpabilidad” en redes sociales bien recibidas por sus comunidades.</div> <div>Para aquellos que se consideran #Coolpables, la invitación es a probar los nuevos sabores de Cool Fresh y sumarse a la celebración de una actitud audaz y exploratoria.</div> <h6><b>Ficha Técnica</b></h6> <ul> <li><strong>Managing Director:</strong> Fernando Arriola</li> <li><strong>Vicepresidente Creativo</strong>: Carlos “Charro” Altamirano</li> <li><strong>Director de Cuentas General:</strong> Luisa Morcos</li> <li><strong>Director Creativo:</strong> Romy Domínguez Paulini</li> <li><strong>Director de Arte:</strong> Sharon Quipan</li> <li><strong>Redactor Creativo Sr:</strong> Jorge Sarmiento</li> <li><strong>Diseñador gráfico:</strong> Diego Jesús</li> <li><strong>Ilustración:</strong> Samantha Gutiérrez</li> <li><strong>Planner Estratégico Sr</strong>: Lucía Saavedra</li> <li><strong>Planner Estratégico Jr:</strong> Rosa Junior</li> <li><strong>Supervisor de Cuentas:</strong> Valentina Roa</li> <li><strong>Ejecutivo de Cuentas:</strong> Belén Bermúdez</li> <li><strong>Supervisor de Medios</strong>: Liliana León</li> <li><strong>Content Manager:</strong> Nicole Cruz</li> </ul> </div> </div> <div class="the-post-tags"><a href="https://insiderlatam.com/etiqueta/peru/" rel="tag">Peru</a></div> </article> <div class="post-share-bot"> <span class="info">Share.</span> <span class="share-links spc-social spc-social-colors spc-social-bg"> <a href="https://www.facebook.com/sharer.php?u=https%3A%2F%2Finsiderlatam.com%2Fdigitas-peru-se-declara-coolpable-del-nuevo-lanzamiento-de-cool-fresh%2F" class="service s-facebook tsi tsi-facebook" title="Share on Facebook" target="_blank" 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<span class="sbi-screenreader">🎙️ Branding, Marketing y el equilibrio perfec</span> <svg style="color: rgba(255,255,255,1)" class="svg-inline--fa fa-play fa-w-14 sbi_playbtn" aria-label="Play" aria-hidden="true" data-fa-processed="" data-prefix="fa" data-icon="play" role="presentation" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path fill="currentColor" d="M424.4 214.7L72.4 6.6C43.8-10.3 0 6.1 0 47.9V464c0 37.5 40.7 60.1 72.4 41.3l352-208c31.4-18.5 31.5-64.1 0-82.6z"></path></svg> <img decoding="async" alt="🎙️ Branding, Marketing y el equilibrio perfecto entre tradición e innovación. En el nuevo episodio de Masters of Marketing Latam, el videopodcast de @mma.latam en alianza con Insider Latam. 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En el nuevo episodio de Masters of Marketing Latam, el videopodcast de @mma.latam en alianza con Insider Latam. 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