The Fantastic World of The Portuguese Sardine

The launch of The Fantastic World of the Portuguese Sardine in the United States was an opportunity to position a uniquely Portuguese brand on a global stage.

Our strategy focused on aligning the brand’s communication with the in-store experience, that was already a cohesive and immersive cultural experience. At its core, a theatrical, sensory universe where storytelling, tradition, and entertainment come together to captivate audiences.

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The challenge was to translate Portuguese identity into a highly competitive market like the U.S., ensuring it remained authentic while becoming relevant and intriguing to a new audience.

It was also important to reinforce the strategic connection with Comur, aligning both brands under a cohesive narrative and strengthening their positioning across all touchpoints.

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The result is a launch strategy designed to attract attention and create lasting impact — turning visitors into brand ambassadors and transforming a traditional product into a global experience.