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DesignRush conducted studies where he revealed the value of image for brands, especially those that compete in the refrigerated aisle.
“The State of Personal Commerce” identified poor communication actions, facing the advertising that brands activate.
“Kantar’s Brand Footprint” revealed which milk brands were the most in demand in Mexico.
Alpura premieres campaign and the action of this mark of the hand of Rockreminds us of pieces like LaLa takes care of youwhich at that time commissioned Leo Burnett.
This creative audacity of the brands that have established themselves in the refrigerated aisle has used insights key in understanding the consumer, who makes purchase decisions based on estimates such as the importance of design and functionality. This refers to products such as Tropicanathat although it is not from the dairy category, it is from the refrigerated category, when it starred in the greatest failure in rebranding Y packaging with which it sought to modernize only that it received the worst punishment from the consumer, who punished its update because it misjudged in form and posed an unfortunate challenge for this brand, which had to forget about the $35 million which changed to its new logo, to return to the previous image and packaging.
The $35 million we alluded to earlier for the makeover of Tropicana are quoted from study of DesignRushwhere he took on the task of finding the brands that invested the most in changing their logos.
At the head of this list is Symantecwhich he dedicated to changing his image $1.28 billionfollowed by British Petroleumwith an investment in its image of $200 million; while Tropicana appears in this list in fifth place with an investment of $35 million.
Investment in image has led to campaigns that stand out at points of sale, especially by consumer brands, which have made the experience in these places key opportunities to communicate with consumers.
We have already witnessed efforts that have become challenges before the market, especially when in this challenge insights have to be contemplated that do not disappoint, on the contrary, they remind us how valuable investment in promotion is for a brand that is in this understanding.
In fact, the pattern of brands in advertising has been such that even the consumer has generated a rejection of them, in studies that have measured this behavior as “The State of Personal Commerce”, consumers assure, at least the 4 percent of them, that they are poor or irrelevant digital communication actions.
before these insights There remains a very important element to consider and it is the challenge for brands to achieve greater innovation in the guidelines they manage to communicate. For Alpurain this effort, in his last campaign he tried to collaborate with agencies such as Rockto leave the stereotype of the cow as the protagonist of the story or of the heteronormative family, to now bring that attention to the production chain and to the brand’s collaborators.
“For Rock it was extremely important to contribute, from the creative and strategic side, a vision that would show the renewal and strengthening of Alpura in its category. The main objective of the campaign is not only to attract new consumers, but also to thank and continue surprising the generations that have grown up with Alpura. This was achieved in a piece that shows the origin and vision of this brand loved by Mexicans,” he explained. Paul Battlefounding partner and CEO of Rockabout the creative process of this campaign.
Like this piece, we have already seen executions for brands such as Lala from the hand of Leo Burnettwhen the agency presented “Lala takes care of you”.
The creativity of brands in the hands of advertising agencies follows very important criteria, based on which brand decisions are made that undoubtedly define the scope of a product or service in the face of consumer preferences.
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