ALDI®

CHALLENGE:

LEADING RETAILER ALDI HAD TWO LATIN-INSPIRED BRANDS-CASA MAMITA- AND-BENITA-THAT WERE NOT REGARDED AS AUTHENTIC AND WERE NOT EMOTIONALLY CONNECTING WITH CONSUMERS.

CONSUMER'S PERSONAL STORY:

FIRST- AND SECOND- GENERATION BILINGUAL LATIN AND MEXICAN-AMERICAN MOMS WHO WANTED TO SERVE THEIR FAMILIES AUTHENTIC DISHES FROM THEIR HOMELAND.

CULTURAL TRIGGER:

“IN ORDER TO MAKE ME SWITCH BRANDS, YOU NEED TO REPLICATE THE FULL EXPERIENCE OF THE BRANDS I USUALLY BUY, FROM THE PACKAGING TO THE FLAVOR.”

CULTURALLY RELEVANT SOLUTIONS:

LAUNCHED A MORE AUTHENTIC LATIN BRAND. USED OTHER LEADING LATIN BRANDS AS BENCHMARKS FOR BRAND ARCHITECTURE. LAUNCHED A FAMILY OF LATIN PRODUCTS ACROSS DIFFERENT CATEGORIES. CREATED BRAND GUIDELINES.

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