Leading retailer ALDI had two Latin-inspired brands, Casa Mamita and Benita, that were not regarded as authentic and were not emotionally connecting with consumers.
Consumer's Personal Story:
First- and second- generation bilingual Latin and Mexican-American moms who wanted to serve their families authentic dishes from their homeland.
“In order to make me switch brands, you need to replicate the full experience of the brands I usually buy, from the packaging to the flavor.”
Culturally Relevant Solutions:
Launched a more authentic Latin brand. Used other leading Latin brands as benchmarks for brand architecture. Launched a family of Latin products across different categories. Created brand guidelines.
Sales have increased for specific products.