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A scheme that is discovered in this exercise is the willingness to buy with respect to products that are dictated by seasonality.
Pan de Muerto cookies are a creative genius, because they remind us of the role that products that identify with the culture of the market play today.
This is not the first time that a brand has launched a box product inspired by key foods of Mexican gastronomy such as pan de muerto.
The bread of the dead It has established itself as one of the foods with the longest tradition in the Mexican market and has now inspired a series of products that take advantage of seasonality, before which some brands have anticipated.
Faced with this effort, a very important element to consider is evident and that is that today very important efforts have been established, in the way to make a product transcendent, when it is possible to adapt to a key trend in the market, where the consumer’s willingness to buy is determined by the season in which it is.
Bread cookies?
The bread with which the Day of the Dead is commemorated is one of the typical products of Mexican gastronomy and when a Mexican brand decides to bet on bringing this concept to the shopping aisle of a store, the conquest is imminent.
“We are very proud to be able to celebrate the Day of the Dead, which is one of the largest celebrations in our country, with this special edition of Dulce Ofrenda de Galletas. This edition tastes like bread of the dead, in addition to having an attractive packaging and 100 percent representative of this celebration, “he explains. Ana Belén Díez, Director of Marketing for Galletas Marian.
The action is a very good example of how to regionalize products from seasonality and launch pan de muerto cookies on the market is a measure that frankly consumers love, as it is a way of showing empathy from the culture, always taking care not to fall into the appropriation.
Have you ever tried the pan de muerto flavored cookies? pic.twitter.com/xbDFahNr15
– 🕸️Perla_Pahua⁰¹⁰ #Truantxtensible 23oct. (@perla_pahua) October 22, 2021
First time I see this product:
Pan de Muerto flavor cookies– Claudia Ayala (@ ClaudiaAyala03) October 17, 2021
The new Dulce Ofrenda de Marián® pan de muerto flavored cookies are now available! Mexican flavor to the bone. 💀💀#PassionForTheFlavor pic.twitter.com/v9wF2zhTfT
– MarianGalletas (@MarianGalletas) October 5, 2021
This idea of selling cookies inspired by one of the typical foods of Mexican gastronomy is the result of being attentive to seasonality and adapting the culture of these dates to the core of the business.
Marian, being a brand of production and sale of biscuits, evidently landed the idea of selling pan de muerto biscuits.
The case is singular when it comes to brands totally removed from bakery ovens. Mattel, for example, has repeated its strategy of launching Barbie Catrina edition and now this edition has been accompanied by a catrín Ken.
Regarding seasonality, empathy is key, which is why it is very important to understand the cultural context in order to achieve products that really attract consumption and do not become a crisis of appropriation, an action widely punished by the consumer, but that despite criticism is it is still implemented by brands that do not study their market and believe they are immune to the brand crisis.
As we anticipated at the beginning of the note, this is not the first time that a brand has launched a product based on typical Mexican foods into the shopping aisle. We saw a very unique case with Nestlé when it launched an edition of cereals inspired by the Mexican bakery with products such as concha cereal, pan de muerto, cinnamon rolls and churros.
These products are important bets in the market and more than becoming a response to consumption, they are an important exercise in understanding seasonality and adapting to the culture of a market, where demand favors brands that make adjustments to their products to the common interest. that is in the market.
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