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
This is the new campaign Trident. Trident, a brand in the portfolio of the leading snack company, Mondelez Mexicopresented its new campaign What The Fresh! with which it seeks to connect with its consumers from the younger generations. This campaign, created in partnership with the Leo Burnett agency, is the start with which the brand seeks to return momentum to the chewing gum category and endorse its position as leaders. With What The Fresh! Trident is not only completely renewed, but also gives a twist to the entire category with elements such as freshness, authenticity and character, leaving behind the monologues about good breath and the benefits of chewing gum. trident It is the No. 1 chewing gum brand in the world, it is sold in more than 70 countries and it is the leader in the category in the Mexican market. It has stood out for its innovation in the way it reaches its consumers, not only in products and formats, but also in its communication. After an exhaustive analysis, they identified that today for the new generations, traditional communication -which talks about attributes and benefits- is not enough, but rather it is necessary to look for content that adapts to them, with an ingenious and relaxed language and, above all, that be authentic, transparent and empathic content. With What the Fresh! trident along with Leo Burnett They bet on a more irreverent, fun and relaxed communication where, through real tensions and a fresh perspective, situations that young people live and how they deal with them are represented. To achieve this, a world of mouths with a lot of character was created that express everything that young people want to say and listen to. The challenge for the brand and Leo Burnett’s creative team was to show something that stood out from the entire category and, even, that it was something that Trident I wouldn’t have done before. “With Trident we wanted to create a campaign that would help us get closer to young people in an authentic way, that would break with everything they knew about any brand of chewing gum. The need to express ourselves, the orality of those giant mouths, the nonsense, everything in this campaign connects us with Trident. We also wanted to look for something playful, like chewing gum, something fresh like humor, an identity of our own and in the search for so many things we found the character of the campaign, synthesized in an insight: the irreverence of responding by chewing gum”, mentioned Gabriel Vázquez, Chief Creative Officer of Leo Burnett. With a new image, Trident is evolving all its communication to continue conquering its consumers and new audiences, driven by a powerful campaign such as What The Fresh! “We are passionate about innovating with strategies that impact our consumers and that adapt to their reality. They expect real, fresh and authentic campaigns and, with What The Fresh!, we are achieving it with a total renewal, a refresh in the category, with unique pieces that convey authenticity and a fresh attitude, like everything Trident® It represents. This new campaign is also the beginning of the journey of our entire evolution as a brand, with which we seek to promote the category” mentioned Julio Durán, Brand Manager for Trident in Mondelēz Mexico. What The Fresh! will be present in traditional media such as open television, advertising in public spaces and points of sale, however, the brand is going to concentrate its efforts on digital such as social networks where it has a large presence and where the younger audiences are. This new campaign is part of the 95th anniversary of Mondelēz México, celebration with which the company reaffirms its leadership in the country and its roots with Mexican consumers for beloved brands such as Trident.
Bitso makes it easy to travel with crypto. The leading cryptocurrency platform in Latin America, with more than 6 million users, will enable users of its app from the entire region who travel to Argentina to pay for their purchases with crypto through QR, a very widespread payment method in the country. This new facility bitso It allows foreign visitors to travel in crypto and, in addition, avoids them having to exchange foreign currency for cash in Argentine pesos at exchange houses. The travel industry is booming after a slump during the health crisis: Google searches for places to travel in Latin America have increased by 113% this year. In cryptocurrency adoption, the same region ranks as the seventh largest market according to a Chainalysis study and 78% of Latin Americans prefer contactless payment methods after the pandemic. In this context, Argentina is the first country where Bitso offers the service due to the great adoption of this payment method with 59% of the people who have used it this year, against 34% of the regional average. “We are offering travelers from around the world the ability to ‘travel in crypto’ to Argentina, using one of the most widely adopted payment methods in the country. Most restaurants, supermarkets and shops in general accept payments by QR. By enabling this product for foreigners visiting Argentina, we are helping them make the most of their time and money, since they will not need to go to an exchange house to obtain Argentine pesos, and will be able to pay with their balance in crypto or digital dollars. in seconds from your phone”, highlighted Santiago Alvarado, Senior Vice President of Product at Bitso. To make a QR payment in Argentina through the app, the foreign visitor can choose between digital dollars (USD stablecoins), bitcoin (BTC), ether (ETH) or DAI. After choosing the cryptocurrency, Bitso makes an automatic conversion with the best exchange rate and then makes the payment to the merchant in local currency.
COLOMBIA
Mercado Libre Tucarro launches a creative piece. The Super agency together with Tucarro Free Market launched its new campaign WITHOUT DRAMAS for which it summoned the actress Lorna Cepeda. An idea that, through a fun and romantic tone, shows Colombians how simple, fast and safe it is to buy and sell their vehicle using their platform. On many occasions, buying or selling a vehicle can represent a drama: finding the right buyer or seller, that the car you are looking for is in the expected conditions, finding it when you need it, among hundreds of details that can make this an experience so dramatic, that it seems taken from a soap opera. For this very reason Super and Mercado Libre Tucarro, captured all those situations typical of the sale of vehicles and capitalized on them through one of the most dramatic actresses in the medium: Lorna Cepeda. “With this campaign, we seek to convey and highlight the benefits that the union of Mercado Libre and Tucarro has brought, two brands that brought together the experience of the technology sector along with the trust of the automotive sector, making this a rather striking strategic alliance for the market. Colombian,” said Ana María Gutiérrez, director of accounts at Super Colombia. Super is characterized by its unique independent regional agency format. It develops strategy, creativity, media, data, social, UX, content, innovation and BTL, with talent from all over Latam, based in Mexico, USA, Peru, Argentina, Colombia, Chile, Brazil, Uruguay and Spain. It works as a team for many of the leading brands in the region and also has a SUPER XPERTS service department, where it specializes in different topics of relevance to its clients (such as gamer, startup, gender in its Woman Division, among others). .
JAPAN
Nikon announces the new special edition lens. Today, Nikon announces the NIKKOR Z 40mm f/2 (SE), a new special edition lens with a traditional design that draws inspiration from the era of iconic manual NIKKOR lenses. This compact, fast-aperture prime lens is the perfect marriage of old and new, creating a stylish and fun-to-use lens with modern optical technology for Z-series mirrorless cameras. Whether you’re looking for a super-small lens with a comfortable, familiar feel, or just rocking the retro aesthetic, the new lens pairs perfectly with any Nikon Z-series camera. With a distinctive and eye-catching design, the NIKKOR Z 40mm f/2 (SE) is a special edition of the NIKKOR Z 40mm f/2 and is an ideal match for the traditionally styled Z fc. The lens is small enough to go with APS-C mirrorless cameras like the Z 50, Z fc or Z 30, while also being an excellent, lightweight and compact lens for users of the Z 5, Z 6II and Z7II. “This lens hits all the sweet spots; it’s designed with a cool vintage look, while being fast, sharp, affordable and super compact,” he said. Jose Luis Santana, General Director of Nikon Mexico. The special edition of the 40mm f/2’s intricate knurling is based on careful study of original, authentic NIKKOR design. The lens barrel has a substantial grip similar to manual lenses, but also features modern design elements like a control ring for customizable versatility. The NIKKOR Z 40mm f/2 (SE) is simply a fun lens to use, with a fast f/2 aperture that makes it great in low light with a shallow depth of field that draws attention to your subject. The lens is so small and easy to carry, while providing exceptional sharpness for street photography and candid portraiture. It also offers a natural angle of view (equivalent to 60mm when attached to a DX body) that is ideal for shooting standard perspective portraits, stills and video with beautifully blurred backgrounds and excellent low-light performance.