Work

Silk

Challenge:

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.

Cultural Trigger:

"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.

results

Closed gap with General Market consumer.

PepsiCoBranding, POP & InStore Communication
AGUAS FRESCASPackaging & Art direction
MANZANITA SOLBranding, Art direction & POP