{"id":1646,"date":"2025-08-30T21:53:33","date_gmt":"2025-08-30T21:53:33","guid":{"rendered":"https:\/\/www.premiospym.net\/index.php\/2025\/08\/30\/semana-santa-polar-light\/"},"modified":"2025-08-30T21:53:33","modified_gmt":"2025-08-30T21:53:33","slug":"semana-santa-polar-light","status":"publish","type":"post","link":"https:\/\/www.premiospym.net\/index.php\/2025\/08\/30\/semana-santa-polar-light\/","title":{"rendered":"Semana Santa Polar Light"},"content":{"rendered":"<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Reto<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">: Tras el \u00e9xito de <\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: italic;font-variant: normal;text-decoration: none;vertical-align: baseline\">La Gran Oleada<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\"> en Carnavales \u2014una activaci\u00f3n que posicion\u00f3 a Polar Light como s\u00edmbolo de disfrute\u2014 la marca enfrentaba un nuevo desaf\u00edo: mantener esa relevancia en otra \u00e9poca clave del calendario venezolano: Semana Santa. El reto era evolucionar la conversaci\u00f3n, conectando con momentos cotidianos y prolongando el disfrute.<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Insight<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">: Polar Light entiende que el disfrute no es un lujo ocasional, sino una necesidad emocional cotidiana. Por eso, no solo refresca: habilita una actitud, una pausa emocional, una excusa para extender lo bueno y reconectar con lo que realmente importa.<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Idea<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">: Durante Semana Santa, Polar Light activ\u00f3 su narrativa de \u201cdisfrute prolongado\u201d con una serie de iniciativas experienciales en Margarita, incluyendo su pool party propia \u201cSun Light\u201d y su participaci\u00f3n en el \u201cSaca el Pecho Fest\u201d. Aunque el epicentro fue local, la estrategia se dise\u00f1\u00f3 para amplificar digitalmente cada momento, convirtiendo lo vivido en contenido emocional que conect\u00f3 con audiencias en todo el pa\u00eds.\u00a0<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Resultados<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">:\u00a0<\/span><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">M\u00e1s de 3 millones de cuentas alcanzadas en todo el pa\u00eds en plataformas digitales<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">33K interacciones con participaci\u00f3n activa en el contenido<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Amplificaci\u00f3n de la voz y presencia de la marca durante Semana Santa<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Validaci\u00f3n de la narrativa de disfrute prolongado<\/span><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00bfPor qu\u00e9 este caso deber\u00eda ganar en esta categor\u00eda?:<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: italic;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00a0<\/span><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-left: 36.05pt;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Polar Light logr\u00f3 lo que muchas marcas persiguen: convertir una ventaja funcional (drinkability, refrescancia) en una conexi\u00f3n emocional duradera. Consolid\u00f3 su posicionamiento como una marca que acompa\u00f1a, conecta y celebra. Adem\u00e1s, demostr\u00f3 c\u00f3mo una activaci\u00f3n local puede escalar emocionalmente a nivel nacional.<\/span><\/p>\n<p><b id=\"docs-internal-guid-593692d7-7fff-f344-dc0c-3869ff263416\" style=\"font-weight: normal\">\u00a0<\/b><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 10pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00bfQu\u00e9 objetivos espec\u00edficos se propusieron?<\/span><\/p>\n<\/li>\n<\/ul>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 11pt;font-family: Arial,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 36pt\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Reforzar la presencia emocional de Polar Light en momentos cotidianos<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 11pt;font-family: Arial,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 36pt\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Aumentar la participaci\u00f3n en plataformas digitales mostrando la experiencia de marca<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 11pt;font-family: Arial,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 36pt\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-top: 0pt;margin-bottom: 12pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Consolidar su narrativa de \u201cdisfrute prolongado\u201d.<\/span><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-left: 72pt;margin-top: 12pt;margin-bottom: 12pt\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">La estrategia se bas\u00f3 en experiencias reales durante Semana Santa, activaciones en Margarita y contenido que reflejaba cercan\u00eda, frescura y actitud. Cada acci\u00f3n fue pensada para ser vivida localmente y compartida nacionalmente.<\/span><\/p>\n<p><b style=\"font-weight: normal\">\u00a0<\/b><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00bfC\u00f3mo contribuy\u00f3 la estrategia al mercado o la sociedad?<\/span><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-left: 36pt;text-align: justify;margin-top: 12pt;margin-bottom: 12pt\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Polar Light gener\u00f3 nuevas experiencias para sus consumidores, reforzando su rol como marca ideal para disfrutar y alargar los momentos de desconexi\u00f3n. La campa\u00f1a celebr\u00f3 lo cotidiano, capitalizando la Semana Santa como una oportunidad para conectar emocionalmente con la audiencia.\u00a0<\/span><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-right: 45pt;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Ejecuci\u00f3n comunicacional:<\/span><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Activaciones presenciales en Margarita: \u201cSun Light\u201d y participaci\u00f3n en \u201cSaca el Pecho Fest\u201d<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Recap audiovisual de las experiencias y espacios donde la marca estuvo presente<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Contenido digital dise\u00f1ado para escalar emocionalmente y generar repercusi\u00f3n nacional<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Colaboraciones con otras marcas (7Up, Carore\u00f1a, Pepsi y Ron Santa Teresa).<\/span><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<ul class=\"wpuf_customs\">            <li class=\"wpuf-field-data wpuf-field-data-text_field\">\n                                    <label>Fecha de Activaci\u00f3n:<\/label>\n                                8 de abril            <\/li>\n                    <li class=\"wpuf-field-data wpuf-field-data-text_field\">\n                                    <label>Nro de Contacto:<\/label>\n                                0414-2358167            <\/li>\n                    <li class=\"wpuf-field-data wpuf-field-data-website_url\">\n                                    <label>Enlace de tu archivo PDF:<\/label>\n                                <a href=\"https:\/\/drive.google.com\/drive\/u\/0\/folders\/1YdNd0NbxyWPXpeT_0RjznH3-07TAT0H_\"\n                    target=\"_blank\" rel=\"noreferrer noopener\" > https:\/\/drive.google.com\/drive\/u\/0\/folders\/1YdNd0NbxyWPXpeT_0RjznH3-07TAT0H_ <\/a>\n            <\/li>\n        <\/ul>","protected":false},"excerpt":{"rendered":"<p>Reto: Tras el \u00e9xito de La Gran Oleada en Carnavales \u2014una activaci\u00f3n que posicion\u00f3 a Polar Light como s\u00edmbolo de [&hellip;]<\/p>\n","protected":false},"author":204,"featured_media":1645,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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