Conguitos Bets on Gen Z With a New Cookie Built for Disruption
The New Conguitos Cookie campaign is a 360° and film advertising initiative launched in Spain in June 2024 by Agencia Estimado, introducing Conguitos Galleta — a chocolate-coated digestive biscuit — directly to a Gen Z audience through a creative platform rooted in nonconformity and self-expression.
Grupo Lacasa, the Spanish confectionery company that owns the Conguitos brand, introduced Conguitos Galleta at the beginning of 2024, offering digestive biscuit pieces covered in chocolate in both milk-chocolate and white-chocolate variants. The June 2024 campaign marks the product's formal advertising debut, extending the heritage Conguitos identity into a new snack category while pivoting the brand's tone sharply toward the values and attitudes of younger consumers. In Spain, where the confectionery sector operates within a highly competitive landscape, this move represents a deliberate attempt to future-proof the brand's relevance. The campaign carries the tagline "No es cacahué es galleté" — a wordplay that riffs on the brand's peanut-rooted origins while announcing the new biscuit format with irreverence. That linguistic mischief is not incidental; it signals the entire strategic register the campaign adopts: familiar enough to recall the brand's equity, disruptive enough to attract an audience that rejects conventional advertising. Conguitos, owned by Grupo Lacasa since 1987 according to publicly available brand history, holds a recognisable position in the Spanish snack market, and the launch of a biscuit extension represents a meaningful category diversification. The Clapboard Score for this campaign stands at 57 out of 100, reflecting a campaign with identifiable strategic logic and cultural ambition that nonetheless leaves room for stronger execution and measurable consumer impact.
Conguitos Galleta enters the Spanish confectionery market at a moment when brands across the food industry are recalibrating their relevance with younger audiences. The campaign's strategic foundation rests on a clear consumer insight: Gen Z consumers in Spain, as across Western Europe, are drawn to brands that express authenticity, individuality, and a willingness to break with convention rather than lean on nostalgic or functional messaging. Agencia Estimado's strategic director Juanvi Falcó anchored the campaign's creative platform in this generational tension — framing the new cookie not merely as a product extension but as a cultural artifact suited to a generation that constantly redefines how it interacts and expresses itself.
The decision to deploy a 360° approach, incorporating film as the campaign's centrepiece, reflects an understanding of how Gen Z consumers in Spain consume media: across fragmented screens and platforms, with low tolerance for advertising that feels manufactured or out of touch. Western Europe accounted for a significant share of global confectionery value in 2024, underscoring the competitive intensity of the market in which this launch operates. Within that landscape, Conguitos Galleta enters a biscuit-and-chocolate snack segment where established players such as Oreo, marketed in Spain by Mondelez International, and Lotus Biscoff hold strong Gen Z recognition through sustained digital and cultural engagement. Conguitos' response is not to imitate those competitors' playbooks but to leverage its own distinctly Spanish brand character and heritage — translating the irreverence that has always defined the Conguitos mascot into a tone that speaks to a generation fluent in irony and self-aware humour. The creative platform's phrase "Antes una galleta a tiempo espabilaba" functions as a cultural wink, grounding the campaign in a shared generational vocabulary while repositioning the cookie as a product with attitude.
Director Omar Hachemi leads the film execution at the centre of the New Conguitos Cookie campaign, working alongside director of photography Jesús Ponce to establish a visual language that separates the work from the category's default aesthetic of bright product shots and aspirational lifestyle imagery. The campaign's single film asset, published in Spain in June 2024, operates as the primary vehicle for communicating the brand's nonconformist positioning to a Gen Z audience that is acutely sensitive to inauthenticity in advertising.
Creative directors Julio Chirivella and Toni Navarro of Agencia Estimado shaped the campaign's overall creative identity, with account director Ana Andrés managing the brand relationship and producer Gonzalo Boronat overseeing production. The tagline "No es cacahué es galleté" is the campaign's sharpest creative instrument — a constructed neologism that collapses the brand's peanut-rooted heritage into a declaration of category expansion, delivered with the kind of linguistic play that travels well on social platforms favoured by Gen Z audiences in Spain. This verbal wit is consistent with Conguitos' broader brand character, which has historically used its mascot and tone to maintain a posture of irreverence within Spanish confectionery. The 360° format ensures the film's creative logic extends across touchpoints rather than remaining confined to a single channel, a structural choice that matters in a media environment where Gen Z attention is non-linear and platform-agnostic. The campaign contains one documented media asset, and its production values reflect a deliberate tonal choice: the work is designed to feel energetic and culturally aware rather than polished in the manner of mass-market confectionery advertising. That restraint is itself a creative statement directed at an audience that reads over-production as a signal of inauthenticity.
The New Conguitos Cookie campaign's YouTube presence, published under the title "Nuevos Conguitos Galleta | Agencia Estimado," registered 568 views at the time of assessment, with no documented likes or comments on that asset. These figures reflect the reach of a single submitted asset rather than the full distribution footprint of a 360° campaign, and they should be interpreted accordingly — the film is a creative record rather than a primary performance vehicle in its own right.
No independently verified broader performance data, such as brand-lift metrics, earned media coverage figures, or sales uplift for Conguitos Galleta in Spain, is publicly available for this campaign at this time. What the campaign's structure does demonstrate is a coherent strategic architecture: a new product entering a competitive confectionery category in Spain, targeted at a demographically specific Gen Z audience through a culturally attuned creative platform, deployed across 360° and film formats by an agency with clear command of the brand's tonal register. Macarena Lacasa, Grupo Lacasa's marketing director, identified Conguitos Galleta as an early-2024 launch and articulated the company's commitment to innovation as a strategic priority, lending the campaign institutional backing beyond a standard product rollout. The Clapboard Score of 57 out of 100 reflects a campaign that demonstrates purposeful strategic thinking and genuine creative personality, while acknowledging that the single-asset film execution and limited documented reach constrain its overall effectiveness score. For a heritage Spanish confectionery brand entering a new biscuit format, the campaign establishes the right tone; the remaining challenge lies in sustained activation that converts cultural positioning into measurable consumer behaviour across Spain.
The New Conguitos Cookie campaign launches Conguitos Galleta in Spain in June 2024. Created by Agencia Estimado for Grupo Lacasa's Conguitos brand, the 360° and film campaign targets Gen Z consumers by positioning the new chocolate-coated biscuit as a product built for nonconformity and self-expression, using the tagline "No es cacahué es galleté."
Agencia Estimado created the campaign. Creative directors Julio Chirivella and Toni Navarro led the creative work, with strategic direction by Juanvi Falcó, account direction by Ana Andrés, film direction by Omar Hachemi, cinematography by Jesús Ponce, and production by Gonzalo Boronat, all working for the Conguitos brand owned by Grupo Lacasa.
Conguitos Galleta is a new product from Grupo Lacasa introduced in early 2024. Unlike the original Conguitos, which are chocolate-coated peanuts, Conguitos Galleta consists of digestive biscuit pieces covered in chocolate, available in milk-chocolate and white-chocolate variants, representing a deliberate expansion into the biscuit-snack segment of Spain's confectionery market.
Conguitos targeted Gen Z because the launch of Conguitos Galleta represents a brand innovation designed to attract younger consumers. Gen Z audiences in Spain favour brands that express authenticity and individuality. The campaign's nonconformist creative platform, 360° format, and culturally aware film execution directly address that generation's expectations of relevant advertising.
The tagline "No es cacahué es galleté" is a Spanish wordplay constructed by Agencia Estimado. It references Conguitos' original peanut identity — "cacahué" means peanut — while coining "galleté" as a playful neologism for the new biscuit format, signalling the brand's category expansion with the irreverent tone aimed squarely at Gen Z consumers in Spain.
The New Conguitos Cookie campaign by Agencia Estimado receives a Clapboard Score of 57 out of 100. The score reflects the campaign's clear strategic rationale and culturally confident creative platform, while noting that limited documented reach and a single film asset constrain its overall effectiveness rating within Spain's competitive confectionery sector.
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