Crisolito, Your Everyday Crisol. 

In 2015, Crisol was introducing a smaller product to their family of soy bean oils: the Crisolito (Little Crisol), a 3oz bottle to be sold at bodega-like establishments in the Dominican Republic, known as ©Colmados. Anticipation for this product built for years. Consumers in middle to low-income neighborhoods nationwide urged for a single-use bottle, that better fit their daily cooking needs and grocery budget. 

Our strategy was developed around this eager expectation for Crisolito. Since Crisol brought the biggest news of the year, our campaign idea was inspired by what naturally happens with exciting news in a typical Dominican neighborhood: they spread in a beat. ‘Neighbor, did you see the Crisolito!’ was a gleeful call to spread the news of Crisolito’s arrival, inspired by musical theater. To successfully reach out to Dominicans across the country, our campaign integrated TV, radio, OOH, digital, social, print, and in-store placements.