DONETTES POPPETES

DONETTES POPETTES

Donettes is a historical Spanish brand of mini donuts, leader in the afternoon snack category for kids and teenagers. For their latest innovation, they decided to use the leftover dough from punching the holes in a donut and turn it into a between-meals snack.

These chocolate-covered balls were called Popettes, and we developed the creative concept “Picotear a tu bola.” In Spanish, bola means “ball,” but the expression "a tu bola" means to do something in your own way,” freely, an attitude which perfectly matched with teenagers, our core target.

From this concept we built a full 360º campaign with strong social media presence, turning snacking into a fun game.

POPETTES HYPERPOP

Later, a more fantastical version was born: lollipop-flavored Popettes. Here we were in charge of creating the whole universe, the concept, and the naming for the new product. The Hyperpop trend (a revival of 2000s aesthetics) was booming among young audiences, so we dove fully into that world. Contests, sticker giveaways, and a vibrant universe that caught on with the public, making the product launch a complete success.

(Developed while at Jirada)