The Vatican is innovating in brand licensing with the launch of Luce, a manga mascot for the 2025 Jubilee. This bold initiative marks a turning point in the communication strategy of the Catholic Church.
A pop mascot for a traditional institution
Luce, a manga-style character, embodies a modern approach to religious brand licensing. Her colorful and dynamic design aims to create a link between ecclesiastical tradition and contemporary popular culture.
A targeted brand strategy
The choice to present Luce at Lucca Comics & Games demonstrates a clear desire to target younger generations. This strategic decision positions the Church as an institution capable of adapting to current trends.
Innovative brand extension
Luce and Friends represent a unique brand extension for the Vatican, transforming abstract spiritual concepts into tangible and engaging characters. This approach opens up new possibilities in terms of merchandising and engagement with the faithful.
Impact and reactions
The launch of Luce generated significant buzz, with over a million views on Twitter in 24 hours. This massive response underscores the potential of this brand licensing strategy to rejuvenate the Church’s image.
