Attractive by its beauty and narrative richness, The new mascarin syrups campaign places the question of Reunionese identity at the heart of its message in a unique and original way. A success in substance and form.
Vien viv band 'gayar zistwar : The new Mascarin syrups campaign started at the end of April. It is deployed on several supports : display, television, movie theater, press and digital. Johanna Amalou, marketing manager, explains in particular : “Our goal is to highlight the strong points of our syrup products while adding a touch of character. By strengthening the relationship between our customers and Mascarin Syrop, we hope to create a stronger and lasting bond. The universe of this campaign is designed to touch emotions and attract a broader and more diverse clientele. " Character, lien, emotions : these are somewhere the key words of this campaign which strikes minds with its beauty, its creativity and for a certain audacity of its theme : Reunionese identity. Signed by the Court-Circuit agency, it showcases Reunionese identity, which is the heart of the positioning of the Mascarin company, by asking the question clearly : to be from Reunion, What exactly does that mean these days? ? This question from Enzo, the child hero of the campaign, to his grandfather, is the starting point of a scenario with several ramifications.
Between tenderness, energy and wonderful
There are few television commercials that we regret because they are too short : this is the case of that of Mascarin, which brilliantly mixes, in the same film, live action and animation featuring real actors and their animated doubles. The grenadine syrup that Enzo drinks acts as a key to joining a magical meeting,place where with a mixture of tenderness, of energy and wonder the question of identity asked by a child receives its answer. This answer, it's Enzo's family, a family from today’s Réunion, each member of which is associated with a character, underlined by a fetish animal and symbolized by a scent of syrup : the little sister ball of energy (exotic), the explorer uncle (mint), the philosopher grandfather (cane), the serene mother (tamarind). A narrative structure rich in potential for imagining sequels.
The spirit of the series
“At Court-Circuit, we try to anchor local brands in their territory. For that, we need to provide evidence of what they provide : what role do they play in the territory ? This is the starting point of our reflection to make Mascarin the favorite brand of young people in particular., the one who says the most. We also like to tell stories and we have an eye for detail. Talk about Mascarin syrups, it’s talking about family and today’s Reunion Island. Vast subject. We were inspired by the spirit of the series, which develop the adventures of the main characters over the seasons, linked by a general framework. The characters are the family members of the child hero. We create a universe, and a campaign, which are long-term. The goal is to bring the brand to life in its time, particularly aimed at children”, explain Sven Daudon, associate director, Aïda Mourched, customer director, and Florentin Oger, creative director, from the Court-Circuit agency.
