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MEXICO
Sabritas will celebrate the National Holidays in the ‘Mexaverso’. Sabritas will celebrate the National Holidays by uniting thousands of people in this important celebration in Mexico, through a creative campaign all average where cognitive marketing and data intelligence they play a key role. “Being Mexican is to retake the diversity that distinguishes us and celebrate without losing our essence, for this we have created a new concept: the Mexaverse”, comments Paola Hernández, Senior Marketing Director of Pepsico Mexico. Building on the success of the previous #LoMejorQueHave campaign, Sabritas It is committed to connecting with its audience by focusing on celebrating the Mexican identity. The brand embraces the national pride and joy that surrounds the Fiestas Patrias, proving once again that they are the perfect combination and a great accompaniment to celebrate with family and friends at every Mexican table. The new campaign was designed as a strong commitment to the new platforms and the digital activation strategy carried out by the Anagram by ISPD agency. This collaboration provided an opportunity to consolidate the message that empowers all types of Mexicans to enjoy themselves in their own way. The Mexaverse is a unique world created exclusively for the occasion. Full of tradition and folklore, it will offer an experience based on the deep variety of Mexican traditions and the extensive portfolio of Sabritas. These contents will be amplified with a mix of creative materials made by the creative agency Publicis, which can be seen on different digital platforms. The objective of the campaign is to authentically connect with audiences in this moment of patriotic sentiment, offering them experiences tailored to their habits and tastes. To achieve this and carry out the digital strategy, Sabritas has relied on the platform of cognitive marketing Happyfication, proprietary technology of the ISPD group, which allows integrating the entire process of understanding people: what they are like, how they make decisions, where they interact with the brand and how they can be connected effectively. Also It helps marketing professionals to define specific strategies in each medium, as well as measure and optimize the campaign. Sabritas has developed this strategy with state-of-the-art technology that helps with the understanding of the audiences, which help to connect with the consumer in these National Holidays. The official spot will be released on September 15.
VENEZUELA
PAN celebrated World Arepa Day. The world’s leading brand of corn flour from the birth of Venezuelans, celebrated World Arepa Day this Saturday with two initiatives for the people of Caracas. In the first of them, together with the Panabus Foundation, a visit was made to the community of San Blas, located in the Petare parish, where he delivered more than 400 arepas. “For us it is an honor to support, on World Arepa Day, the actions of our friends from Panabus, in the laudable work they do in the communities of our city,” said Ramón Andrés Gallardo, manager of Marca PAN Venezuela. “We thank you for approaching us and for inviting us to participate in this event, we hope that this Arepa Day marks the beginning of future collaborations to continue adding together.” Gallardo stressed that PAN is recognized for being the birthmark of all Venezuelans. “That today we have the opportunity to be close to these Venezuelans who need everyone’s support, is very significant,” he stressed. Subsequently, the brand joined as a sponsor of the ¡Urbana! by bicycle from Plaza Venezuela to Plaza Altamira, where there was later an exhibition by the medalist and a presentation by the Ayacucho Symphony Orchestra and the artists Lil G, Jhoabeat, Free Convict and Multiverso. “We share many principles and values with Daniel Dhers, which is why we saw the opportunity to celebrate World Arepa Day today in a street activity promoted by him and aimed at the whole family,” Gallardo said. “All Venezuelans are proud of his talent, career and achievements, and we consider him one of the most important ambassadors of our culture and of our Arepa Power.” At the event, the Olympic medalist gave a few words about how the arepa is part of his DNA. The brand celebrated with sports, music and gastronomy in the streets of Chacao, with different points of sale, activations and a special exhibition. “This Saturday, every Venezuelan around the world celebrated our beloved arepa, a food that unites us, that represents us as a people, with which we celebrate triumphs, with which we pamper the family and that feeds us daily,” Gallardo added. On Sunday, the brand invited a group of personalities from the city to have some delicious arepas for breakfast to continue the celebration. This activity was joined by Ashly Prieto, Andrea Sambrano, Carmen Montelongo, Álvaro Pérez Kattar, Aliz Dolanyi, Ana Karina Jardim, Raúl Rodríguez, Ali Recomienda and Paul Rodríguez, known as He looks good. As part of the initiatives, the brand, with the support of the sales force, has also arranged activations, promotions and prizes at points of sale, supermarkets and supplies throughout the country, to share this special month with consumers.
CHINA
SHEIN launches a program to support suppliers and their communities. The Chinese brand has renewed its Supplier Community Empowerment Program (Supplier Community Empowerment Program, in English), which has long-term initiatives focused on four key pillars: improvement of factories, technological innovation, support for training and commitment to the community. It has allocated 100 million yuan (approximately $14.9 million) in additional funds to make physical improvements to its partners’ factories, the first group of 20 suppliers having received about 6 million yuan (886 thousand dollars) in capital , and this project is expected to be completed by the end of September 2022. Together, the improvements and expansions of these beneficiaries will cover some 60,000 square meters in their facilities, affecting 3,900 employees, the total investment will significantly expand to a total of 300 providers. In a first phase, the Supplier Community Empowerment Program was launched to support the technical innovation of partners, reduce waste and significantly improve their efficiency. Through research, development and technology to redesign production processes, the program enabled many of these companies to meet market demand more effectively, reducing waste and better conserving resources. As part of this program Shein, we also offer training on operations management, organizational structure and production systems. Since the start of our initiatives, suppliers have participated in more than 300 training sessions, including third-party certification trainings.
FRANCE
Deezer increased customer loyalty by 483%. The French brand scored a resounding success after the use of monday.com to streamline collaboration between different teams and departments. Deezer, the leading French music streaming service, which operates in more than 185 countries, chose monday.com’s Work OS, and as a result of its use, managed to increase transparency, create a workspace central, increase efficiency and significantly improve collaboration, resulting in a better customer experience. Challenged to improve the relevance and targeting of each CRM campaign and strengthen its relationship with its customers, the company expanded its user experience by migrating its CRM to monday.com. At the core of Deezer’s CRM work is a conversation with its users about music, the platform sends them music recommendations, editors’ notes and tips that are localized and personalized to ensure that their users see Deezer’s CRM as a source of completely viable, reliable and authentic inspiration and information when it comes to music and podcasts. In just a few weeks, Deezer increased customer engagement by 483%. Additionally, Deezer was able to increase the number of CRM campaigns per week by 142% and customer reach by 250%.