Pulco, in collaboration with TBWA\Paris, has just launched its new brand platform focusing on the versatility of its uses… This new initiative is part of an entirely absurd advertising saga, while remaining faithful to the style that characterized previous Pulco campaigns. Carried by three films directed by Hafid Benamar, awarded the title of Best Director of the year 2024, the brand creates its own language.. With so many possible recipes to make with Pulco, the topic becomes unavoidable. So, let's only talk about that! Simple dialogues, entirely based on Pulco recipes, are imagined to illustrate the diversity of product uses. Now identified as the lemonade expert, Pulco, with this new communication platform, aims to meet all the needs for squeezed lemon throughout the year. And thus, to deseasonalize Pulco consumption, still too dependent on the summer season. This platform revolves around a new brand signature, “Lemon here, Pulco everywhere” an element that reinforces the idea of multipurpose use. A television presence accompanied by a press component of 5 illustrations that follows the continuity of the previous campaign. This overperforming territory is fertile ground for the multiplicity of uses. Always in a clean illustrative style, Marie Assenat uses the Pulco bottle as the central element of the story and an integral part of the recipe: roast chicken with Pulco, a fresh lemonade version with Pulco Citron, or with the 2024 novelty: Pulco Citron Gingembre, a hot Pulco lemon ginger or even a Pulco-marinated salmon.