GOAL
Lack of appeal of brand value proposition, opportunity to create new brand. Sales declining year over year in majority of major Hispanic markets.
ACTIVITIES
Via brand insights generation analysis and a multi-market Hispanic consumer usage study, we discovered the reason for the brand’s decline:
- Products had lost their Hispanic relevancy and connection with the target, Consumers shopped category based on need only.
- Deeper dive into Hispanic preferences, purchase motivators and barriers, and consumers’ needs, desires and beliefs via Charla™ groups, in-home ethnographies, online panels and UX strategies.
METHODOLOGY
- Modification of select products (and/or packaging) most desired by Hispanic consumers.
- In-store marketing strategies revised for relevancy, for example. shelf talkers and similar POP placed in highly Hispanic frequented sections of retail stores.
- More emphasis on culture than language in marketing communications.
IMPACT
Immediate increase in share of heart among Hispanic target audience.
Significant increases in sales year over year in top Hispanic markets.