What is New Conguitos Cookie about?

New Conguitos Cookie is a 2024 campaign created by Agencia Estimado for the Conguitos brand in Spain’s confectionery market. The campaign introduces a new product designed specifically for the Gen Z demographic, emphasizing innovation and adaptability. It reflects the evolving ways younger consumers express themselves by embracing nonconformity and disruption. The campaign uses a 360° media approach including film to position Conguitos Cookie as a forward-thinking confectionery that aligns with the values and attitudes of the new generation rather than relying on traditional confectionery imagery.

What creative device does New Conguitos Cookie use?

New Conguitos Cookie employs the FORMAT#11 UNIQUE PERSONALITY PROPERTY creative device according to Clapboard’s 12-format taxonomy. This format highlights a unique feature or distinctive identity of the product, focusing communication on the cookie’s bold, innovative personality tailored for Gen Z. Rather than using storytelling arcs or celebrity endorsements, the campaign builds its message around the product’s disruptive nature and its embodiment of new generational values, setting it apart in a saturated confectionery market through originality and cultural resonance.

What is the campaign proposition for New Conguitos Cookie?

The campaign proposition for New Conguitos Cookie centers on positioning the product as an innovative and adaptable confectionery that mirrors the nonconformist identity of Gen Z consumers. Conguitos communicates directly to younger audiences who value individuality and cultural authenticity, emphasizing disruption over tradition. This strategic positioning aims to differentiate the product in a competitive market by aligning with the evolving ways Gen Z interacts and expresses themselves, thereby creating emotional and cultural relevance that encourages brand affinity and product trial.

How does New Conguitos Cookie rank in Clapboard's archive?

New Conguitos Cookie holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. The rating provides an objective measure of the campaign’s overall impact within the advertising landscape without comparative judgment.

Who are the competitors in Conguitos's category?

Conguitos competes with several key players in the Spanish confectionery and snack market. Nestlé España leverages its global heritage and local adaptation to offer trusted, quality products appealing to families and multiple consumer segments. Valor positions itself as a premium chocolatier focused on craftsmanship and indulgence. Grupo Bimbo targets health-conscious millennials and busy families with convenient, wholesome snacks. Mondelez España emphasizes fun and emotional connection with youth-oriented brands like Oreo, especially targeting Gen Z. Grefusa appeals to adventurous consumers seeking bold, intense flavors in savory and confectionery snacks.

New Conguitos Cookie redefines Gen Z snacking with bold, disruptive creativity and a 360° approach — archived in Clapboard’s global ad archive.

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New Conguitos Cookie - Conguitos | Clapboard Ad Archive

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Description

New Conguitos Cookie from Conguitos, launched in Spain in 2024 by Agencia Estimado, stakes a distinctive claim in the confectionery category by targeting Gen Z with a product and campaign designed to embody disruption and nonconformity in a rapidly evolving cultural landscape. This 360° and Film-driven campaign embraces Clapboard’s FORMAT#11—Unique Personality Property—by emphasizing the cookie’s innovative character and its alignment with the values of a generation that prizes authenticity, individuality, and cultural relevance over traditional confectionery tropes. Rather than relying on nostalgia or conventional storytelling, the campaign positions the New Conguitos Cookie as a bold statement of identity, reflecting how Gen Z consumers interact with brands that mirror their desire for novelty and self-expression. Agencia Estimado’s strategy acknowledges that younger audiences are less susceptible to standard advertising and more motivated by brands that challenge norms and foster emotional resonance through originality and attitude. The campaign’s visual and communicative elements underscore a fresh, irreverent tone that differentiates Conguitos in a highly competitive snacks market dominated by established players such as Nestlé España, Valor, Grupo Bimbo, Mondelez España, and Grefusa, each with distinct brand propositions ranging from heritage and craftsmanship to indulgence and bold flavor. By positioning the New Conguitos Cookie as a disruptive innovation, Conguitos signals its commitment to reinvention, aiming to secure relevance among younger consumers who expect brands to engage with their lifestyle and cultural codes authentically. The campaign’s digital presence, while still emerging, sets the groundwork for deeper engagement by leveraging audiovisual storytelling to embed the product within the cultural zeitgeist rather than presenting it merely as a confectionery option. Clapboard rates this campaign 57/100. This campaign matters to the industry because it demonstrates how confectionery brands must pivot towards cultural attunement and generational authenticity to resonate in a category traditionally reliant on heritage, showing that innovation in product identity and communication is essential for relevance in youth markets.