Pago takes to the streets (and the shelves) with a campaign designed by Sweet Punk
News
Following its launch in bars and restaurants in 2024, Pago POP, the fizzy drink from Pago (Eckes Granini Group), is now available in supermarkets. To mark this large-scale launch, the iconic juice brand has teamed up with Sweet Punk, Ekstend Group's creative agency, for a campaign as effervescent as its product.
A new generation of drinks, a new creative playground
With Pago POP, Pago is opening a new chapter. This innovation is positioned as a premium, sensory alternative to alcoholic beverages: fruity flavours twisted with unexpected aromatic notes (apricot & basil, mango & ginger, lemon & hibiscus…), a light sparkle, and an experience designed to reenchant moments of indulgence.
It’s around this new, more curious and more festive way of consuming that Sweet Punk has devised the advertising campaign that will accompany the product.
“We want to portray Pago POP as a drink for the present moment: an accessible, uncompromising pleasure that appeals to both the taste buds and the senses. It’s a drink that’s part of the new social rituals, where alcohol is no longer necessarily the key to conviviality,” says Matthieu Viard, Sales Director at Sweet Punk.
A sparkling, joyfully assertive visual territory
To support this positioning, the agency came up with a 15-second spot combining 3D and still shots, in which ‘you hear the bubbles, touch the freshness, see the fragrances and smell the fruit’. It’s a sensorial creation, designed to arouse curiosity and stimulate the gustatory imagination. To contextualise the tasting moments, the film alternates between convivial moments on the terrace and more intimate moments at home.
“With Pago, we wanted to make the screen sparkle as much as their drinks. The short format and 3D approach enabled us to create an ultra-visual message, designed to grab attention immediately, whatever the channel,” adds Matthieu Viard.
A launch at the crossroads of current consumer trends
In 2025, consumer habits are changing: the search for pleasure is intensifying, and consumers expect products that combine taste, originality and a new experience.
Pago POP has established itself as a festive drink with all the hallmarks of an exceptional beverage, a hybrid product that is both festive and gourmet, as uninhibited as it is desirable.
A positioning supported by a creative platform in tune with the redefinition of pleasure.