Spain’s most famous moustache taught a country how to pick a good prawn.
Christmas accounts for 40% of prawn sales in Spain, yet the category had become highly commoditised. Consumers could not tell a superior prawn from any other, making it difficult for Pescanova’s premium Rodolfos to stand out against unbranded and private-label alternatives.
To turn a prawn’s moustache into Spain’s most recognisable sign of quality at Christmas.
Introducing Choose the Moustache. Choose Rodolfos. We discovered that a perfectly intact moustache was the simplest proof of a superior prawn — so we shaved off Spain’s most iconic one: Vicente del Bosque’s, the national football team’s former coach. After days of speculation, Pescanova revealed the connection: without his moustache, Vicente is not Del Bosque. Without its moustache, a prawn is not a Rodolfo. A tiny product detail became an unforgettable reason to choose superior quality.
