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LATEADO

How do you give meaning to a beverage that challenges conventional notions of pleasure within the dairy sector?
 

One year after redefining its purpose to focus on holistic care, Pascual decided to take a step further. It created Lateado: a surprisingly creamy milk-based beverage. Not only did it introduce a new category; it also set out to transform the role of milk in our everyday lives.

To do so in a relevant way, it required a coherent, fertile and distinctive value proposition capable of setting the course for the future of this new brand.

REFRAME

Lateado is a surprisingly creamy beverage that redefines the traditional cultural meaning of pleasure. Far from being a guilty indulgence, we understood it as something deeply human: an essential mechanism for our physical and emotional balance. It is not a luxury, it's a necessity we should not give up.

In this way, we reframed Lateado’s role: not as a “guilt-free” indulgent product, but as an everyday act of self-care that generates wellbeing.

UNCOVER

We discovered that true pleasure doesn’t live only in big occasions, but in those small moments of conscious enjoyment. Lateado is one of those experiences: a surprising sensory experience that invites you to savour it mindfully. You enjoy it and at the same time, it takes care of you, thanks to its balanced nutritional profile.

From this insight, its value proposition was born: “Surprising you with a new way of enjoying that invites you to savour what’s good for you.” An invitation to connect with the present through the senses and to turn the everyday into a source of genuine enjoyment.

REINVIGORATE

What began as a tactical necessity became a beacon, illuminating the path forward.

Thanks to this clarity, Pascual was able to develop a stronger, richer and more fertile brief, one capable of guiding both creative execution and business decisions with a unifying sense of purpose. Because when you understand that pleasure can be care, you stop selling a beverage and start offering a different way of experiencing everyday life.
BRINGING THE STRATEGY TO LIFE
 
← IBEROSTAR
UNIE →

Strategy for Brighter Growth ™

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MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal
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