Diamant: Jacuzzi.

How can you spark a conversation and more important maintain the interest of your target audience in a low interest category like frying fats? That is really a hard to answer question. Market leader Diamant challenged Fitzroy Amsterdam to find a solution.It all starts with a platform. A platform that has substance and depth, one where relevant as well as fun content can be shared. Like most brands Diamant doesn't have a natural platform, so it was time to create one. The inspiration came from Diamant's real essence: the product characteristics of Diamant frying fats: a crispy exterior and a soft interior.of any snack.These two instrumental benefits were brought to life and obtained emotional values. Our 2 brand mascots, Soft & Crispy were born. They play the main role on television in which the bubbling frying pan became Soft & Crispy’s private Jacuzzi.