How Pepper returned the coolness to Radio Láser Inglés and Radio Láser Español

The Pepper Challenge

With the new music released every day and the programming according to the trends, Grupo Radio Stereo sought to return the music of the "years ago".

Both, Radio Láser Inglés and Radio Láser Español are heard by men and women whose youth music was from the 70s, 80s, and 90s, so we stand out in the memories and moments of those years.

The Pepper Solution

As a first stage, Pepper rebuilt the personality of each radio. For Radio Láser Inglés, whose Programming is from the '70s and '80s and only in English, its essence would be more masculine, since its largest audience are men. The coolness of the station was to give it a sophisticated and relaxed personality.

Radio Láser Español, with programming from the ’70s, ’80s and 2000 in Spanish, on the other hand, it would have a feminine essence, connecting with the sentimental and romantic side of women, which are its majority audience.

Finally, for the public to perceive the change in both radios, it was necessary to refresh their image. The logos of both radios changed to innovate but staying true to their followers and attracting new audiences.

The typography was changed to a more modern and stylized one, with a modern touch but that retains the robustness of a solid radio with extensive experience. The colors remained as they refer to their audience: men and women.

But color elements such as yellow underlining were dispensed with, which cleans the image and gives it a more contemporary sense. Both stations are the most listened to of the Grupo Radio Stereo and the success of this brand management can be seen in the reception of its followers.