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.
"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.