Lucas, a Mexican spicy candy brand, wanted to translate its brand identity (intensity) to US consumers. Its target consumer had a different profile in the US than in Mexico.

Consumer's Personal Story:

First- and second-generation bilingual Mexican-American consumers who sought intense experiences that would spark the essence of who they are.

Cultural Trigger:

"For me, spicy candies are a reflection of my identity. They are as intense as my personality".

Culturally Relevant Solutions:

Translated brand equity into “Mexican Intensity.” Leveraged key influencers. Launched product innovation to cater to new target consumer groups. Executed in-store demos, mass media campaigns, digital media, and shopper marketing programs.


Increased sales and market share.


PrimeWayBranding, Art direction, POP, TV, Website, Digital & Print Ads
BRIGGS EQUIPMENTArt direction, Website & Copywriting
CampiranoBranding, Packaging, Art direction, POP & TV