Client: Grupo Bimbo · Bollycao® Packaging design: Supperstudio Campaign creative: Ogilvy (La Combi Perfecta, with Nocilla). Está Pasando (Bollycao no se comparte)
Few products in Spain carry the affection a Bollycao does. It has been the after-school snack since 1975, and the pack says so itself. It sits in the collective memory of a country, and children learn the word before they learn to read.
The commission from Bimbo Donuts Iberia was a set of product images originally intended for the packs, which later came to serve everything else as well: outdoor advertising, brand communication and social media. One set, not four. The same approach then carried across the range, from the Original to the Croissant al Cacao.
That shapes how you shoot. The same frame appears printed a few centimetres wide on the wrapper film and over a metre tall on a backlit street poster, and in each place against a different ground: the red wave of the pack, a warm gradient, a dark surface. Every destination called for its own adaptation of scale, cut-out and background, but all of them start from the same capture, shot from the outset to allow for it.
It is also what makes the investment add up. An image built this way goes on being used long after the campaign it was made for, and in places nobody had in mind on the day of the shoot. One of them ran in the joint campaign with Nocilla, another Spanish brand with a following of its own, where the image had to share the frame with a second identity.
Working for a brand half of Spain knows by heart carries an added responsibility.
We like it that way.
Bollycao & Nocilla “La combi perfecta” campaign
Bollycao & Nocilla packaging
Bollycao Croissant al Cacao packaging image
Bollycao Original and Croissant al Cacao packagings
Bollycao “No se comparte” campaign
Bollycao packaging image