Caja Roja

Under the concept “Which bonbon are you?”, Nestlé Caja Roja sought to bring its elegant and emotional personality into the digital space, connecting with audiences through a fun and participatory campaign that linked each type of bonbon to a personality type.

We selected influencers from diverse profiles — from lifestyle and entertainment references to television personalities — to create organic content that reflected the brand’s values and amplified the conversation.

Additionally, Tamara Falcó was chosen as brand ambassador, as she perfectly represents the values of elegance, warmth, and sophistication that define Caja Roja. Her role came to life in the main campaign spot, where she became the central image of the brand, and in the creation of a special edition tin designed by her herself, adding an exclusive and aspirational touch to the collection.

The digital activation was completed with an interactive Instagram filter that invited users to discover “which bonbon they were” and share it on Stories. Participants could win exclusive Caja Roja products, while influencers such as Ana Milán, Verónica Sánchez, Natalia Sánchez, Ohmambiblue, and Félix Gómez amplified the message across social media.

The result was an emotional, participatory, and highly aspirational campaign that strengthened the connection between the audience and one of Nestlé’s most iconic brands.

CREATIVE CONCEPT, INFLUENCER MARKETING, PRODUCT CO-CREATION & SOCIAL MEDIA ACTIVATION, AUDIOVISUAL PRODUCTION