Keeping you informed of the most important news that occurs in the industry and in all the economic sectors that make it up is essential, especially when it comes to decisions that directly impact the pocket, reputation or experience of brands and their consumers; therefore, Merca2.0 allows you to obtain the best information to always be one step ahead.
MEXICO
Minu recognized as a technology innovator of 2022. Mexico once again becomes the venue for the Global Tech Innovator Competition, a competition organized by KPMG, a network of audit, advisory, tax and legal firms, which evaluates start up guided by innovation and technology and that have presented rapid growth, positively impacting the world of business and society. With the intention of identifying, supporting and celebrating these organizations, KPMG awards the Technological Innovator in Mexico 2022 award to min, a platform that evolves payroll and offers workers autonomy over their income. With this initiative, KPMG Private Enterprise seeks to support and recognize companies enabled, led or driven by technology, which are in an early stage but have grown rapidly and consistently, proving ready for the next phase of business. In this regard, Jesús Luna, Leading Partner of Private Enterprise at KPMG in Mexico, comments: “The finalist companies in this edition of the contest provide all of their services through technology. Their business models add value to the interaction with two relevant interest groups for companies: collaborators and customers”. Through the competition, high-potential, innovative companies in the competition showcase their innovations and increase their exposure to industry leaders, as well as strengthen ties with like-minded organizations and take another step toward their growth goals. The winning company of the competition is minrepresented by Nima Pourshasb, who promote a compensation and benefits platform (salary on demand) that allows collaborators to access their salary on demand, helping them to have liquidity without waiting for the fortnight. This proposal revolutionizes payroll payment and offers employees autonomy over their income. It is a comprehensive solution for employees and companies, with a focus on social and financial return, it also allows 24/7 access to the remuneration of what has been worked so far through a request in the application. This platform is available for Mexico and will soon be in Latin America.
Mars celebrates National Cocoa and Chocolate Day. On National Cocoa and Chocolate Day, Mars WrigleY endorses its commitment to the countryside in Mexico and particularly cocoa through its “For Love of Cocoa” program that also allows them to continue connecting with their consumers through their iconic brands. Mars is characterized by offering a wide portfolio of products recognized for their delicious flavor and quality ingredients, and for the development of culinary solutions for hotels, pastry shops and self-services. Chocolates are one of the most important categories for Mars globally, they have many of the brands that are positioned in the Top 5 to the taste of its consumers such as the line of TURIN, M&M’S and SNICKERS. In addition, with the launch of TURIN ZERO and the opening of its first TURIN Experience Store in Mexico, they reflect excellence in haute confectionery and diversity of options to experience chocolate in Mexico. “We are passionate about better moments that make the world smile, and in Mexico we do it through chocolate, our candies (including enchilados) and chewing gum. The origin of our company and the passion for chocolate make it one of our most important categories, producing more than 500 million pieces of chocolate annually in Mexico.”, says Roberto Fraga, General Director of Corporate Affairs for Mars Wrigley Latin America North. Something that fills us with pride is that Milky Way bars, Snickers and all Turin products are produced in Mexico at our plants in Nuevo León and Toluca, add the manager. Aligned with its purpose “in the world we want tomorrow, all people prosper” Mars promotes projects such as “For the Love of Cocoa” with which, for almost 10 years, it has supported the cultivation of cocoa in Mexico, managing to generate a positive impact on cocoa fields in Pichucalco, Chiapas, helping to improve the productivity and quality of life of 130 farmers, also working on perfecting their supply chain so that it is sustainable. “In the beginning, the farmers produced between 200 and 300 kilograms of cocoa per hectare; today, many of them have doubled and even tripled their production. At a global level, we work on the Cocoa Plan for Generations, and in this way we contribute to a sustainable supply chain, which does not cause deforestation and supports workers and their communities”, he mentions. Roberto Fraga. In addition, in collaboration with the company ECOM Agroindustrial and Fundación Cacao México, Mars has a nursery that today produces 60,000 plants a year. They are more resistant trees that allow production to be more effective. In these days that the National Cocoa and Chocolate Day is celebrated, Mars brings products to continue delighting all kinds of palates. With the launch of a new version of the famous Rabbits, now with Mini – Rabbits, for that little craving. With these three pillars in mind – strong product portfolio, culture of innovation and sustainable impact – Mars continues to bet on the Mexican market and its local talent, with the purpose of creating a sustainable ecosystem in each of its chocolate creation processes. and to continue promoting consumption and unique experiences that only this rich product can offer.
UNITED STATES
Snapchat premieres the series “The House of Creators”. The 9-episode short-form Spanish-language digital series created by Candle Media’s Exile Content Studio premiered on Snapchat Discover. It is a digital series about mystery and murder, starring the popular content creators Cain GuzmanFloriza Aguirre, Oswaldo Rada, Glory ValenciaPablo Mondragon Paulino Razo and Sergio Ibarra. Together they add 40.5 million followers on social networks. The series was directed, produced and written by Mexican screenwriter Jesús Elizondo and is based on an original idea by Guzmán. The format debuted this summer on Exile’s Facebook, Instagram, YouTube, and TikTok accounts, generating a total of nearly 22.7 million impressions, reaching nearly 10.7 million viewers, and generating 1.2 million interactions between June and July 2022. Aimed at a young and highly engaged audience in the US, Mexico and Colombia, the series debuts on the Discover tab on Snapchat, reaching 347 million daily active users worldwide. “The results of ‘La Casa de los Creadores’ and its incorporation into Snapchat Discover are a clear example of how our digital brands are well positioned for multiple platforms and audiences,” said Andrés Bayona, director of digital creative production at Exile Content Studio. “Expanding into additional digital platforms allows us to reach more consumers and further develop this and other native digital content franchises.” “We are excited to add this Exile Content Studio production to Snapchat Discover,” said Ignacio De Los Reyes, leader of Snap Inc. Media Partnerships in Mexico. “For Snapchat, it is very important to share local content that entertains, informs and inspires our community with innovative formats. There are currently more than 90 active Spanish-language channels from our partners on Snapchat Discover, including ‘La Casa de los Creadores’ and ‘top views‘, the program of the creator of the show, Caín Guzmán”. Discover is the tab where the Snapchat community can find content curated by the platform’s creators and media partners. From real-time reporting on politics or the economy, to the latest pop culture, sports, and entertainment news.
League of Legends has a new boss. Riot Meddler has been named head of League Studio, the Riot Games department in charge of League of Legends. This is a promotion that comes with the promise of driving a new world in video game events. The now leader of the game already has plans for the department of the developer that is in charge of the production of League of Legends, wild rift Y Teamfight Tactics. His job is to oversee everything that happens in all three video games and make them even more important. And it is that the man has been linked to League of Legends for exactly eleven years, going through a constant series of positions in the company, for example, as the champion designer who offered the gamer community heroes such as Syndra, Ziggs, Lissandra or Elise. He was also in charge of adapting gameplay systems in the new change era that was transformed between 2015 and 2019. Finally, before being promoted, Riot Meddler oversaw everything that happens in one of the most important video games in the history.
Coca-Cola launches its first spot for Qatar 2022. Coca-Cola is one of the official sponsor brands of the Qatar World Cup, which is why it launched the first advertisement as an invitation to believe the impossible in your favorite teams in this sports tournament. As one of the brands that moves millions of consumers around the world, Coca-Cola has started its marketing campaign to promote the great world soccer event. The spot is part of the campaign “Royal Magic” of the soda brand and has a duration of 60 seconds. In the advertisement you can see how this time football fans are everywhere cheering for their teams, regardless of the odds. In the company’s marketing strategy, it indicated that it will collaborate with influencers and will show sports fans in various commercials. As well, the company has created a digital center where people can predict the winners.
ARGENTINA
Zara imitates Avon saleswomen and accepts purchases for payment. The measure implemented in Zara and reported by Argentine media, refers to a series of guidelines that we cannot dismiss, especially that it is an action that does not imply the collection of interest in the three installments that the store allows to pay for the garments purchased. Being on the Zara Argentina website it is possible to check the new payment facility and the same applies to a pair of earrings priced at 5 thousand Argentine pesos, (728 Mexican pesos, approx.) as for a coat of 39 thousand 900 Argentine pesos. (5 thousand 811 Mexican pesos, approx). The measure implemented by Inditex’s star brand is a relevant action in Argentina, which according to the World Economic Outlook Database April 2022, is the second country with the highest rate of inflation this year. According to projections, the expected inflation rate in this country is 48 percent, while in countries like Venezuela, the expected rate reaches 1,588 percent. Mexico has an inflation rate projected by this study of 5.69 percent, while the country with the lowest projected inflation rate is Ecuador, with 0.13 percent. In the midst of the economic scenario that is being defined in the world due to the lack of control in product prices, retail has led Zara to think about payment facilities to move its inventory among Argentines. The desperate measure in inflation is not exclusive to Latin America. In United States Walmart implemented a program for the sale of used products that it sells in its store and all the reconditioned inventory is part of a phenomenon that has been escalating in the market, to react to inflation and changes in consumer spending behavior.