the Challenge:
Supporting the launch of Estathé Decaffeinated with the “Push&Pull” bottle for children aged 5–10, through a multichannel digital communication strategy capable of engaging parents—the actual decision-makers—using a bright, modern, and highly (self-)ironic tone of voice.
the Process:
We created a space designed to speak to them and with them. A place of recognition and dialogue, building a community where self-irony is at its purest, and the acceptance of “imperfection” is at its highest level: The Decaf Parent sees things the Estathé way, because it is the best way to laugh at everyday challenges and overcome them with a smile.
Community launch through teaser posts.
the Solution:
We brought to life a digital space where being a parent doesn’t mean chasing perfection, but laughing about it. A place where everyday mishaps become stories to share, and self-irony is the key to feeling part of the same team: the Decaf Parents, who choose to face everything with lightness… strictly from the Estathé side.
The Trick Bottle Challenge: Creativity and Fun for Decaf Parents.
From a simple brick bottle to a true trick bottle: an invitation to discover creative and fun ways to use it. From this idea, a product-centric challenge was born with three tasks designed to test Decaf Parents and their little accomplices.
From the initial concept to its digital activation, the project combined strategy and creativity in a coherent and structured journey, characterized by targeted communication and a distinctive tone of voice, capable of speaking directly to the target audience.
the Result:
The project created a digital ecosystem where parents and brand meet on a shared ground of lightness and connection. Estathé Decaffeinated became a symbol of everyday complicity, naturally entering the real stories and moments of families.