2024
Client
Dulcesol
Year
2024
Industry
Food & Nutrition
Duration
January – December 2024
Description
Dulcesol had been looking for ways to connect with younger audiences for some time. It had already taken its first steps in gaming with actions alongside NBA 2K21 and its presence in Circuito Tormenta, but it needed native content that felt genuine, not a brand trying to fit into a world where it doesn't belong. At Regorland, we developed a series of content pieces in vertical format designed for TikTok and Instagram Reels. The approach was simple: short storytelling, fast pacing, humor from the gaming environment, and product integration that didn't interrupt but rather added to the entertainment.
Challenges
The biggest challenge was the tone. Dulcesol is a family food brand with over 50 years of history and a presence in more than 60 countries. The content had to respect the brand's values while speaking the language of an audience that consumes gaming content on TikTok. Finding that sweet spot between the corporate and the native was key. We also worked with the production times that the vertical format demands: trends on TikTok change week by week, so production had to be fast and adaptable without losing quality.
Conclusion
The assets generated significant organic reach within the platforms, authentically positioning Dulcesol within the gaming ecosystem. The content was designed to maximize retention and shareability, and the engagement metrics outperformed the typical vertical-format benchmarks for the food industry.