what’s New Products Fresh communication campaigns for Carmen and Beyond Quality, design and tradition are the principal values With the aim of publicising Carmen, Roca’s new vintage collection, a campaign has been created which invites the user to recover everything worth reliving from the past. The slogan “Relive it” has been chosen for the line. The campaign has a vintage flavour and aims to offer valuable content to users so they can discover the benefits of the products. Carmen is an homage to one of Roca’s most iconic washbasins from the 1940s, which returns as a washbasin and furniture collection with a marked vintage feel that also incorporates the latest innovations in bathroom space design. To this end, the communication focuses on recovering traditional values under a current perspective: quality, elegance and good design. The idea is to transmit the message that everything good can last a lifetime without going out of fashion. Different content has been developed around the campaign based on three themes: dance, fashion and design. Taking advantage of the vintage trend linked to this launch, Roca uses these three ideas to suggest a return to earlier times, when dancing alone was not an option, when dressing with elegance was the order of the day and when good design lasted forever. To transmit these concepts, different dance tutorials to learn swing have been created while other content is connected to fashion, demonstrating how to tie a bow tie or a Windsor knot. There is also useful information about certain design objects which have made a comeback, including the Chesterfield sofa or the record player, among many others. Various images from the Carmen communication campaign 6