1. Adaptation to the Spanish consumer
Alcoholic Ice creams in the Spanish market
VICE is one of the first brands to make high-alcohol-content ice cream. Inspired by cocktails, VICE adults ice creams are delicious, as well as low in sugar, vegan, etc.
Wicked ice, the first brand with which Monique and Dave began to operate, was born in Mallorca. It targeted mainly the British market. When defining the strategy for the Spanish entry market, we had to rethink the brand strategy, since Spanish cocktail consumption is not comparable to the one in the UK or Ireland, and also to redefine the commercial name, which changed from Wicked Ice to Vice Ice Creams.
#icecream #export #sales #marketing
Vice, London
UK
2021
2. Sales strategy and Trade Marketing
The rosé revolution in Spain
BORN ROSÉ is a digitally native brand focused on producing organic, rosé wines, aimed at consumers interested in products that are both attractive to them and fun to consume.
We developed the brand and sales strategy across Spain, carrying out commercial agreements that allow the brand to position itself as a leader in the category.
The annual growth is +50% in sales.
#rosé #wine #marketing #trade #sales
BORN ROSÉ
Spain
2020
3. Cross-selling project development
Increase recurrent and average ticket price at the points of sale.
With the group of bakeries TheLOAF (recognised as one of the best bakeries in Spain), which is focused on the production of artisanal bread and pastries, we developed a strategy of cross-selling products to take advantage of traffic from both physical stores (convenience) and the online website.
Coffee was one of the new product categories introduced and it helped us to achieve a substantial increase in the recurrence and frequency of purchase decisions. We looked for the right partner to offer superior quality, fair-trade coffee beans, ground coffee, and compostable capsules. (TheLOAF was the first company to introduce the concept in Spain) obtaining an average increase of sales by x1.18.
#CrossSelling #marketing #retail #coffee
TheLOAF
San Sebastián, Spain
2020
4. Market Segmentation and Commercial Plan
An approach to the consumer from emotional benefits, motivations, and values, instead of the product functionalities.
Miliunverd is a family business that produces high-grade, extra virgin olive oils from centennial and millennial olive trees and other olive oils for day-to-day use.
Due to the high market saturation, we developed a marketing plan that turned the brand’s strategy towards a more specific consumer segment, concerned about health and food, and a way of understanding life beyond the product. The packaging design, and the Mediterranean as a lifestyle concept are key elements in how Lina (Miliunverd’s ideal customer persona) behaves and consumes.
#buyerpersona #segmentation #sales #brandstrategy #aove
Miliunverd
Tarragona, Spain
2022
5. Benchmarking & analysis
The Bottled Water Industry and Packaging innovation
Solán de Cabras is a brand of the Mahou-San Miguel group with a high market share in Spain and investing a lot of effort to keep succeeding in the Bottled Water industry.
We benchmarked dozens of water brands and consumer behavior regarding water consumption since bottled water challenges change depending on the region and how good water is in every area. We concluded with a photograph of ongoing market trends in the country which was used later by the agency with which we collaborated to propose marketing campaigns according to the market situation.
#water #trends #consumer
Solán de Cabras
Spain
2019
6. Itinerant activation
Organic products, close to the consumer
The Association of Organic Producers of the Basque Country wanted to promote its members through a relevant action in the region, going beyond a typical advertising campaign.
For two weeks, through the use of removable and easy-to-transport structures, we moved ENEEK and the producers around the three provincial capitals of the Basque Country, organizing workshops, activities, and presentations, both in-person, on the street, and online, besides having a product market.
#organic #public #activation #streetmarketing
ENEEK, Euskadi
Spain
2016
7. Trend hunting & marketing strategy
The real revolution of the Fashion Industry
Coleo and Colibri are brands of a Business group that leads the (re)volution of the textile industry towards a real circularity model.
With a focus on B2B, Coleo, which was already working for large international retailers, had to position the brand as a leader, without losing its B2B focus and business strategy.
We participate in the strategic reflection of the brand in which we develop a complete industry and consumer analysis. We understood that the industry still has many challenges to be 100% sustainable and that Coleo must lead this change, so we worked with them in developing its core strategy.
#sustainability #fashion #brand #marketing
Coleo
Barcelona, Spain
2022
8. Creating Shared Value
The rescue dogs of KSAR, Panamanian Red Cross
The Panamanian Red Cross, as in other countries around the world, has a team of volunteers who, with their trained dogs, are in charge of finding people under rubble in disaster situations.
Nestlé Purina was a collaborator through the contribution of food for feeding dogs, and they wanted to go a step further. We defined a Shared Value Creation strategy for them, through which Purina took advantage of what they were doing with these animals and dogs to build a committed brand while supporting the association by giving much more than just food, but also tools to achieve more visibility, better management, and incentives to help Panamanian Red Cross continue its amazing job of saving lives.
#creatingsharedvalue #nonprofit #branding
Nestlé Purina
Panamá
2016
Escudella Corp. 