The robbers of La Casa de Papel assault the offices of Danone

The brand draws up a ‘perfect plan’ to recover its yogurts by raffling products from the hand of the Olympic medalist Saúl Craviotto, and the influencers Luc Loren and Juan Amodeo.

“I am Carla, the community manager of Oikos, and I have been kidnapped by the band”: this is how the spot that Oikos uploaded to their social networks last Friday, November 19 under the name The perfect plan. In it, it looks like the robbers of the series La Casa de Papel walk through the offices of Danone in the middle of the night. Dressed in their trademark red jumpsuit and Dalí mask, they plan to keep all the Oikos, but there is one thing the professor didn’t count on. And it is that, as the protagonist continues, “the community always do hours of more”.

With this action, Danone intends to give away more than 800 products and he will do it hand in hand with the Olympian Saúl Craviotto (@saul_craviotto), who has been collaborating with the brand for a long time, and the influencerss Luc Loren (@lucloren) and Juan Amodeo (@ amodeo13), unconditional fans of The Money Heist. They are the ones who will distribute the Oikos (after rescuing them from the band) among their followers.

In addition, the brand has decorated more than 10,000 points of sale with refrigerators that simulate safes in which Danone products are hidden and will raffle 2 Smart TVs a week. As if that were not enough, for the purchase of two packs of the brands Oikos, Danet or Danone desserts, the company will give away 100,000 diaries until the end of the year.

The campaign launch video, initially intended only for networks, can also be seen on television accompanied by a 10 ”ad in which the band is inside the safe full of Oikos, as if it were gold.

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Oikos designs inspired by the hit series

“It is the first time that we collaborate with a brand with such an impact, everyone loves La Casa de Papel and we felt that we should carry out a campaign to match,” he explains. Anna Serra, Brand Manager of Oikos. “To Carla (Aida Albesa, real community of the brand), the perfect plan is to save the Oikos, for us it is enjoy our favorite series with our favorite dessert “, continues Serra.

In Spain, the brand has created 5 different designs inspired by La Casa de Papel that can be found on the supermarket shelves in the packs of Danet, Danone Mousse and two varieties of Oikos with chocolate and vanilla from the beginning of November to the end of December. It is the first time that the brand collaborates with Netflix and it does so internationally in four different countries (Germany, Italy, Portugal and Spain) simultaneously with different brands of the company.

The perfect plan has been developed by the digital creative agency Onion and the creative agency VMLY & R, and has had media planning from Mediacom and IProspect, influencer strategy from SamyRoad, point-of-sale production from Trespuntzero, and public relations from Tinkle.


  • Customer: Danone
  • Mark: OIKOS
  • Campaign Title: Perfect plan
  • Customer contact: Anna Serra
  • Agencia SM y Community Managment: Onion
  • Creative Direction: Marta Abella, Aida Albesa, Marta Jarpa
  • Strategic Direction: Marta Abella, Marta Jarpa
  • Social Media Manager: Aida Albesa, Núria Infante
  • Art direction: Aida Albesa, Marta Jarpa
  • Creative Agency: VMLY&R
  • Executive Creative Direction: Jordina Carbó
  • Creative Team: Albert Seguín, Alba Lavorato, Carlos Rica
  • Customer Services Address: Lluisa Voltas
  • Accounts Team: Marta Garcia
  • PStrategic lanification: Rubén Miramontes, Aaron Calatayud
  • Producer Audiovisual: Lidia Vilar
  • Media Agency: Mediacom
  • Influencers Agency: Samy Road
  • Digital media planning agencys: IProspect
  • Point of sale activation agency: Three Zero Points
  • PR agency: Network
  • Producer: Garage Movies
  • Producer: Eva Aparicio

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Source: Marketing Directo by

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