With more than 75 years of history, Liliana left her mark on generations of families, accompanying routines, rituals and everyday moments. Today she presents “Your brand in everything”, a campaign that is based on a simple idea: just as each person leaves their mark on what they do, Liliana also accompanies those unique moments that define life at home. Cooking, making a breakfast, sharing a mate, cleaning or refreshing a meeting: in each of these routines, Liliana appliances are there, simplifying, beautifying and enhancing everyday moments.

A concept that reflects people

The creative proposal plays with a unique attribute, the proper name. Because a mixer could be called Laura, which is just as multitasking; or a digital blender could be called Lucas, which is techie and cool; or a Rosa fryer, which is as wonderful and innovative as she is. But her name is Liliana, a name that does not change, but does evolve along with new ways of living and inhabiting the home.

Liliana is also the only appliance brand with a female name, a difference that makes it unique and allows us to talk about its products as we talk about people, with closeness and relating them to our own traits.

"Our name has always aroused curiosity. It was not the typical name of a technological brand, and that made it different and close. Today we discovered that this trait is a great strength: people talk about Liliana as if they were talking about a trusted person, as part of their own home. That familiarity connects us with each lifestyle and with the way in which people leave their mark on everyday life. Because beyond whether a product is tech, practical or innovative, the important thing is that they are all designed to accompany and make each experience in the home. be better”, he told us Mariela Kacew, Marketing Manager.

A multiplatform proposal to stay close to each family

The campaign will have national deployment with a comprehensive strategy that includes TV, public spaces, streaming, radio, online advertising, social networks, actions at the point of sale, in addition to the participation of influencers and content creators who will amplify the message.

With this campaign, Liliana reaffirms its commitment to continue evolving alongside Argentine families, offering solutions that make everyday moments simpler, closer and more meaningful.

Technical sheet:

Agency: Kahlo – Founders Mariana Larice & Adrian Villanueva
Creative Direction: Ramiro Pelliza & Luisa Mangiamelli
Responsible for the client: Mariela Kacew (Marketing Manager), Antonela Aversano (Coordinator)
Producer Bikini Films
Director: Juan Pablo Félix