Your usual Pícaras, now with a new look! Published September 2021

With the campaign “El gusto de comerse al mundo”, the iconic cookie of Peruvians launches a new look.

The Pícaras brand has been installed on the table and in the hearts of Peruvians for forty years and starting in 2020, it decided to implement a significant change in its visual identity, getting closer to its current audience, attracting new consumers, and making the brand’s DNA visible on the cookie’s packaging.

Thus, it recently launched the campaign “The taste of eating the world”, where it shows its new architecture and the protagonist of this change: the iconic cookie, highlighting all the differential attributes that make it unmistakable for consumers.

In this relaunch, each version of the product (classic, strawberry, chips, and extreme chocolate), assumes its personality with a new packaging that distinguishes its large size and unique flavor, making the brand’s promise come true: “Pícaras is the perfect combination between a strong and delicious cookie. Pícaras gives you more everywhere you look”.

The taste of eating the world

With this slogan, the brand summarizes how Pícaras is the friend that feeds consumers’ fun and drives them to always go for more, making them feel that by being themselves, they can make a difference.

The brand’s DNA and purpose are immersed in this 360° advertising strategy, highlighting the brand’s values: passion, quality and quantity, confidence to win, and to be different.

Pícaras wants to continue being that unconditional friend that always gives you more and strips off its old packaging to keep up with the new times.