In the ecosystem of startups in SpainEach success story has something in common: vision, courage... and a marketing strategy that doesn't go down the motorway, but dares to take the back roads to find its own way.
From that idea that you write down on a napkin to becoming a benchmark in the sector is a long road full of obstacles. Believe me, we know it well.
In this article we didn't want to focus on impossible unicorns or spectacular investment rounds (although some do fall). We want to talk about Spanish startups that have managed to turn marketing into a real tool for growth. Teams that understood that branding is not just a pretty logo, and that a good narrative can be worth more than a thousand advertisements.
If you're looking for real inspiration, examples that combine strategy with humanity and creativity with results, stick around. Here are some startups that are making it big... And how they're doing it.
What is a startup?
But before we get into the subject, let's go step by step... What exactly is a startup? What differentiates it from a traditional company?
A startup is an early-stage company looking to grow fast, usually with an innovative and scalable business model. It does not follow the beaten track: experiments, learns and adapts in record time.
Unlike a traditional company, it lives in trial and error mode, with limited resources but a lot of ambition.
And on that journey, marketing is not a decorationis the essential part.
5 Examples of successful Spanish startups
1. Bamboo Energy
Sector: Energy
Why it stands out:
In a sector as technical as the energy sector, Bamboo Energy has been able to find its own voice. Its proposal is powerful: to help manage energy demand in a more intelligent, flexible and sustainable way. But what is really interesting is in how they communicate it.
Far from the cold or hyper-technological discourse, Bamboo has opted for a close, clear and human narrativewithout losing depth. They know that their audience is not only engineers, but also business decision-makers, institutions and citizens who want to understand what the energy transition is all about.
Marketing in action:
- They have a constant presence at key industry eventsas speakers, organisers or collaborators. They are not only there, they contribute.
- Its branding breathes coherence: visually clean, with a modern approach that communicates technology and sustainability without green clichés.
- They produce content with substance (articles, webinars, reports), but without the impostured tone that the "corporate" world sometimes has. They educate, not sell smoke.
Bamboo Energy is an example of how marketing can be a tool for education and positioning, even in highly technical sectors.
2. Playtomic
Sector: Sport
Why it stands out:
In the midst of padel fever, Playtomic was not limited to being an app for booking tracks: it built a digital sports community. They understood that amateur sport is not only about sweating and competing, but also about socialising, organising plans and feeling part of something. Their growth has been unstoppable in Spain and Europe, and a lot has to do with how they have approached their marketing.
Marketing in action:
- They have turned a boring necessity (looking for a clue) into a agile, social and even fun experience.
- Its brand conveys approachability, dynamism and an active lifestyle without being elitist or overly sporty.
- They are committed to communitywith functions to follow friends, organise matches and meet opponents.
- Good balance between branding, UX and international expansionThe films are adapted to the country but maintain visual and narrative coherence.
- They do not campaign loudly, but they do campaign effectively: visibility in clubs, networks and digital word of mouth.
Playtomic doesn't just make it easy to play, makes you want to play. Their marketing understands sport as a social plan, and that makes them more than just a booking app.
3. Freshly Cosmetics
Sector: ecommerce
Why it stands out:
What started out as a natural cosmetics brand sold online is now one of the biggest names in the DTC (direct-to-consumer) in Spain. Freshly Cosmetics has been able to build not only a shop, but also a a faithful communityThe company's marketing is based on transparency, sustainability and an aesthetic that appeals to the eye.
In an overcrowded sector, Freshly did not shout louder, but rather spoke more clearly. And it worked.
Marketing in action:
- Direct, fresh and very user-centred communication. No unnecessary technicalities or empty promises.
- Radical transparencyThey share formulas, processes, decisions... and that generates real trust.
- They have been committed to content from the beginning: blog, networks, emails... educate and entertain in equal shares.
- Visually impeccable: from the packaging to the website, the branding is recognisable, modern and coherent.
- Social media is not just about selling, they chat and listenwith a very active community that is part of the brand.
Freshly proves that doing things right sells too. With honest, visually powerful and customer-focused marketing, they have created a brand that not only liked, but recommended.
4. Heura Foods
Sector: Foodtech
Why it stands out:
If marketing were a martial art, Heura would be in black belt. This start-up doesn't just sell plant-based products: it sells a causea community and a food revolution. It's not just branding; it's activism.
They have achieved what many brands dream of: to be loved and discussed in equal partswith a brand identity that enters the public conversation without fear and without asking permission.
Marketing in action:
- His tone is direct, provocative, but with intelligent humour. They make you think, they make you laugh... and they make you question the ham.
- They have taken brand activism to the next level - from street campaigns with powerful messages even social networks where they don't mince their words.
- They don't just sell meatless burgers: they sell the idea of a more sustainable future.
- Your community is at the heart of marketingThey promote conversation, respond with closeness and give visibility to the voices that support their mission.
- In addition, they have been able to making good use of traditional and digital media to amplify their message: from television to TikTok.
Heura is not a brand that tries to please everyone. It is a brand with an identity, with clear values and a marketing strategy that is not afraid to be uncomfortable if it means moving forward.
5. Banana Melon
Sector: eCommerce
Why it stands out:
Talking about pleasure without taboos and selling sexual products without falling into clichés and clichés is not easy. But Banana Melon has managed to do so with naturalness, humour and a lot of brand intelligence. They have positioned themselves as a benchmark brand in sexual wellness, breaking barriers and generating conversation in networks, media and environments where this was not talked about before... at least not so openly.
Marketing in action:
- Fresh tone, unashamed and 100% inclusive: they talk about sex like people talk about self-carewithout moralising or excessive spiciness.
- They have made sex education a key part of their strategy: useful, informative content with a healthy approach.
- Colourful, fun and easily recognisable branding. Far from stigma, close to the user.
- Strong presence on social media, where they generate real conversation (not just likes) and community.
- Collaborations with influencers, sexologists and professionals that reinforce their credibility and proximity.
Banana Melon doesn't just sell toys: sells confidence, freedom and conversation. A brand that has been able to use marketing to normalise, educate and connect, with a voice as brave as it is accessible.
What all these Spanish startups have in common is not just innovation or growth. It is that they have understood that marketing is not just the icing on the cake, it is an essential part of the cake.
So if you're setting up a startup, or you're already up and running and you feel your message isn't getting through... don't look for magic formulas. Look for clarity, consistency and a story worth telling.
And if you need someone to help you tell it without smoke and jargon, you know where to find us.