“When your family grows, so does your strength”: APU Cement Campaign

• This advertising campaign was developed by agency Circus Grey and continues with the claim “As strong as you are”, but this time focusing on the spiritual strength needed for building, as a complement to physical strength.

Lima, November 2022.- UNACEM launched the new campaign for its APU Cement brand, “When your family grows, so does your strength,” which highlights the birth of children as the spiritual force that drives families to build a safe home for future generations. Made in conjunction with Circus Grey, this proposal aims to reinforce APU’s characteristics of strength and resilience, present in previous campaigns such as “Superheroes” (2018) and “Hands of Stone” (2021).

“APU’s new campaign is consistent with its promise of value and the claim “As strong as you”, but this time it focuses on spiritual strength, because although physical strength is important for building, spiritual strength complements and supports it: hence the role of the family, which gives men and women self-builders the drive necessary to carry on and make the family home a reality,” said Gabriel Barrio, UNACEM’s assistant marketing manager.

Mr Barrio also explained that this campaign is aimed at self-builders who are using cement for the first time to build their homes, or who for various reasons are looking for affordable cement. “We also reach out to those migrant couples who aim to establish their families and give them a great start. Our product is for them“, he emphasizes.

Gonzalo Aste, creative director of Circus Grey, commented that “with this campaign we seek to emphasize that self-construction is a joint effort, the result of family unity. The family has always played a key and mobilizing role in this process, since it is the family that provides the moral and sentimental support to build. The support of each member, therefore, is important for the success of the project,” he explained.

It is worth noting that Cemento APU has managed to establish close relationships and build loyalty among its users due to its advertising campaigns and their effectiveness, which is why it has won multiple awards and recognitions in the marketing world, becoming the only Peruvian campaign that has won the Latam Effie and was one of the 11 finalists of the Effie Awards globally.

If you want to see the advert, learn more about APU or take part in the competitions the brand is preparing, visit their fan page on Facebook at https://www.facebook.com/cementoapu or Instagram, at https://www.instagram.com/cementoapuoficial/