Pleasure is everyone's right, and everyone should be free to enjoy it their own way. This insight gave rise to the new communication strategy for Lago, the historic brand of wafers, snacks and biscuits, for which we rethought the entire positioning, extending the identity evolution RBA Design has been carrying out for years on its packaging too.

With the “Lago fa Gola” concept (roughly, “Lago is tempting”), we turned an everyday gesture, like choosing a snack, into a more contemporary, authentic story that feels closer to people.

A PLEASURE THAT REALLY SPEAKS TO EVERYONE
The heart of this evolution lies on Instagram and TikTok, where the project takes shape through pop content, high-impact visuals, trends, influencer marketing and a presence more in tune with contemporary languages.

On Instagram, the story highlights the product and the people; on TikTok, the brand adopts the platform’s native language: faster and more spontaneous, driven by trends, but always keeping the deliciousness at the center of the scene.

A NEW IDENTITY THAT STANDS OUT
The campaign’s inclusive and disruptive pop style, combined with an immediate and contemporary visual language, has made Lago increasingly recognizable, contributing to significant growth in the community, interactions, and acquisition of new followers, with performance exceeding market benchmarks.

The content is also achieving important results: some videos have reached hundreds of thousands of views, increasing brand awareness and strengthening its presence in digital conversations.

A journey that caught the public's attention, and not only theirs. Webboh, the Mondadori Group platform and a reference point for younger generations, also chose Lago as Main Sponsor, recognising in the brand a language close to the codes and values of its target audience.

A project that well illustrates RBA Design’s approach: to build social strategies capable of transforming the product into a cultural language, creating relevant, recognizable content that resonates with people.