Pleno presents its new positioning with a brand-new communication campaign, signed by WYcreative.

“It’s in your nature” is Pleno’s new signature — a statement of its commitment to being by the consumer’s side through every choice, life stage, and moment of the day.
The campaign introduces the brand’s new positioning, which defends the idea that well-being doesn’t come in just one shape or follow strict formulas. Instead, it embraces the belief that every choice is valid, as long as it respects each person’s authenticity, rhythm, and balance.

The agency WYcreative was responsible for the strategic review of the brand’s positioning, the creation of the new signature, and the development of a new tone of voice and a visual identity more aligned with this new phase of the brand.

“The challenge was to translate Pleno’s new strategic positioning into a simple, relatable language — one where the consumer sees themselves in everyday situations, feels that the brand has evolved, and understands that it offers products for every kind of well-being,” explains Tiago Varino, Creative Director at WYcreative.

José Pedro Silva, Brand and Market Development Coordinator for Beverages & Food, reinforces: “This new positioning represents an important evolution for Pleno. We want the brand to reflect a more open, inclusive, and realistic view of well-being. That’s the Pleno we want to bring into people’s lives.”

The campaign is featured on television, outdoor advertising, and social media. The communication strategy also includes presence at festivals and point-of-sale activations.