Plant-based milk alternative beverages was an underdeveloped category for Latin consumers due to lack of consumer knowledge of it and strong loyalty to dairy milk.
First- and second generation bilingual Latin consumers who might have been lactose intolerant and/or who sought a tasty alternative to dairy milk.
"Dairy milk has been an essential part of my life. If it provides the nutrition and taste that I’m looking for, why should I switch."
Executed in-store initiatives at key retailers in specific DMAs. Brand ambassadors educated consumers and drove trial. Created collateral materials and demo kits. Implemented innovative shopper programs as part of a holistic marketing campaign.
Closed gap with General Market consumer.