Plant-based milk alternative beverages was an underdeveloped category for Latin consumers due to lack of consumer knowledge of it and strong loyalty to dairy milk.
Consumer's Personal Story:
First- and second- generation bilingual Latin consumers who might have been lactose-intolerant and/or who sought a tasty alternative to dairy milk.
"Dairy milk has been an essential part of my life.
If it provides the nutrition and taste that I’m looking for why should I switch".
Culturally Relevant Solutions:
Executed in-store initiatives at key retailers in specific DMAs. Brand ambassadors educated consumers and drove trial. Created collateral materials and demo kits. Implemented innovative shopper programs as part of a holistic marketing campaign.
Closed gap with General Market consumer.