Eroski Tone and Repositioning.
A new personality for a brand made of people.
Brand tone, or brand voice, is the way a brand conveys its personality to its audience. And it covers everything, from the words and language it uses to its image, actions and marketing resources. It plays a key role in the brand’s ability to deliver its message in a relevant, lasting way. By volume, presence and influence, Eroski is the leading advertiser in our territory. And one of the retail advertisers at the forefront of Spanish communication.
Creating its communication with different creative and planning partners — different agencies from diverse places and cultures. Being asked to reflect strategically on its global tone and create a throughline that would influence its entire creation ecosystem (internal and external), bringing uniformity and value to its tone, makes this one of the most important works of our first 3 years of life. The most complex project we have ever developed.
More than a year of strategy and consulting meetings that led to a unique document. Unique because each of its 50 pages is part of a tailor-made suit that would make no sense for any other client in the world.
And unique, because it is the only “manual” in the world with not a single order or instruction. Not one imperative rule — but plenty of inspiring “tips.”
We were clear that a document meant to guide the communication of different creative people from very different companies should not be understood as an obligation from the outset, but as an aid to inspiration. One that left room for creativity, while at the same time helping build a recognizable tone and positively shaping the brand’s personality. A brand that is unique on the inside. We wanted it to be unique on the outside too.
We carried out this work fully aware of what it means to set the rules that influence, inspire and guide the subsequent work of the best agencies in the territory and the country. Influencing those who influence the creation of communication.
14 months of strategic and creative consulting to identify, together with Eroski’s Brand Management, the keys to translating the repositioning, defining it, and then building a crossmedia tool that determines how to construct that tone, both visually and narratively, for one of the leading brands in Spanish food retail. And one of the 5 national brands in the world’s top 250 retailers.
"Thank you Shernan! The world moves, and so does Eroski."
