Hugo Leche Y Jugo Design & Branding HUGO by Santo Buenos Aires


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Industry Non-alcoholic drinks
Media Design & Branding
Market Argentina
Agency Santo Buenos Aires
Creative Director Sebastian Wilhelm, Maximiliano Anselmo
Art Director Santiago Dulce
Copywriter Paula Sabater-Hernán Rebalderia
Producer Marcelo Kelez
Released June 2009

Credits & Description

Category: Non-Alcoholic Drinks
Agency: SANTO
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: SANTO, Buenos Aires, ARGENTINA
Creative Director: Maximiliano Anselmo (Santo)
Creative Director: Sebastian Wilhelm (Santo)
Art Director: Santiago Dulce (Santo)
Copywriter: Hernán Rebaldería (Santo)
Account Director: Ivana Bulic (Santo)
Account Excecutive: Florencia Spinetta (Santo)
Head of Production: Pollo Bustos (Santo)
Producer: Marcelo Kelez (Santo)
Media placement: Packs - Supermarket - 14/06/2009

Describe the challenges and key objectives
Change the game rules in a competitive context with entrenched Dairy Experts. Decontract the communication context based on fear and imposed stereotypes.

Describe the brief from the client
Create a breakthrough proposal that talks to consumers in a new and different way, bringing a sexy proposal to the shelf that seduces consumers towards our proposal and generates incremental business for the system.

Describe how you arrived at the final design
“Hugo”, the character and the brand were created at the same time. It’s Hugo who writes all the instructions on the pack (the pack has ridiculous instructions all over it). It’s also Hugo who designs them (putting in self-portraits). All the campaign is centered around this concept.

Give some indication of how successful the outcome was in the market

After 2 months, 90% of chileans knew the brand, were aware of it and liked the campaign. The concept had strong impact (recruiting teens and young adults) and has over 60,000 spontaneous fans on facebook! 3 out of 4 who tried Hugo would try it again and the commercial ranked in the top 10 efficient commercials.