Agencia Quiroga, an ICOM agency with a strong presence across Latin America, recently earned a Bronze award at the Colombia Effies. Their winning campaign breathed fresh life into Jabón Rey, a beloved Colombian heritage brand, as it introduced its first-ever product extension: a liquid detergent.
Jabón Rey has been a cornerstone of Colombian households for over 60 years with its well-known bar soap. As they ventured into new territory with a liquid detergent, they called on Agencia Quiroga to lead the way in shaping a launch that would resonate deeply with their loyal customer base and attract new audiences.
Drawing on Jabón Rey’s legacy and trust, Agencia Quiroga crafted a comprehensive strategy that bridged tradition with innovation. The agency carefully balanced emotional storytelling with impactful product highlights, reaching the hearts of long-time users and new decision-makers in the competitive cleaning products category. By blending online and offline tactics, Agencia Quiroga achieved a cohesive narrative that reinforced Jabón Rey’s iconic status while positioning the brand for a new generation.
The results speak volumes: the campaign reached 93.7% of the target audience, amassed over 2.9 million views, and achieved 3.5 million impressions with an impressive 100,000+ clicks. This achievement underscores the power of ICOM’s network in delivering meaningful, results-driven creativity that transcends borders.
At ICOM, we’re immensely proud of Agencia Quiroga’s success. Their innovative approach and deep cultural insight have propelled Jabón Rey’s legacy forward, demonstrating the dynamic expertise and growth that our network cultivates. Congratulations, Agencia Quiroga, on this remarkable recognition—you continue to inspire us all.