CHALLENGE
The “Deliciosa calma” campaign needed to continue, but a logical way was needed.

ACTION STANDARD
Along with McCann, the client’s creative agency, we developed working sessions to define the most relevant social tensions, make the Brand Key prevail and participate in the next communication steps.

DELIVERY
The strategic communication guideline was defined taking into account the right social tension to build on creatively.

BUSINESS IMPACT
After the “Deliciosa calma” campaign, Pavofrio’s sales improved by a 12,4%.

CHALLENGE
Creating unique positionings and detecting core targets for the Bimbo portfolio of more than 10 brands in South Latin region in order to avoid overlaps between them.

ACTION STANDARD
We touched base with consumers to uncover relevant insights that helped build differentiating and consumer-centric territories for each brand.

DELIVERY
Unique and actionable territories for each brand communication and Bimbo and Fargo brand architecture.

BUSINESS IMPACT
A ready to use tool for organizing each Brand´s communications, actions & innovations.

CHALLENGE
Identify Minute Maid Brand Edge against key competitor brands  to determine its points of differentiation in order to develop a global strategy for the Brand.

ACTION STANDARD
We combined the Edge theoretical framework with a deep communication analysis and a brand atributes quantification.

DELIVERY
Based on the Minute Maid Brand Edge, the evolved thinking of how the category is changing, and the need to change in order to accelerate growth, the Global Brand Essence was defined.

BUSINESS IMPACT
Minute Maid’s Brand Edge and Brand Essence were a key input for the Juice Recipe Book: Global Strategy for the Juice Category.

CHALLENGE
Recently the company shifted a strategic focus from a volume to a value perspective, highlighting the necessity to grow transactions ahead of revenue and ahead of volume. The objective was to identify strategic opportunity spaces for premium propositions.

ACTION STANDARD
The project base was an exhaustive research, especially focused on the semiotic codes of the premium world. BMC’s planning was crucial for landing all the knowledge on territories.

DELIVERY
Strategic guidelines to enter the premium space with TCCC key sub-categories.

BUSINESS IMPACT
The premium codes are currently being implemented in different categories of TCCC CEE portfolio, especially in waters.