The launch of The Fantastic World of the Portuguese Sardine in the United States was an opportunity to position a uniquely Portuguese brand on a global stage.
Our strategy focused on aligning the brand’s communication with the in-store experience, that was already a cohesive and immersive cultural experience. At its core, a theatrical, sensory universe where storytelling, tradition, and entertainment come together to captivate audiences.
The challenge was to translate Portuguese identity into a highly competitive market like the U.S., ensuring it remained authentic while becoming relevant and intriguing to a new audience.
It was also important to reinforce the strategic connection with Comur, aligning both brands under a cohesive narrative and strengthening their positioning across all touchpoints.
The result is a launch strategy designed to attract attention and create lasting impact — turning visitors into brand ambassadors and transforming a traditional product into a global experience.
