Lucas, a Mexican spicy candy brand, wanted to translate its brand identity (intensity) to U.S. consumers. Its target consumer had a different profile in the U.S. from its profile in Mexico.
First- and second-generation bilingual Mexican-American consumers who sought intense experiences that would spark the essence of who they are.
"For me, spicy candies are a reflection of my identity. They are as intense as my personality."
Translated brand equity into “Mexican Intensity.” Leveraged key influencers.
Launched product innovation to cater to new target consumer groups. Executed
in-store demos, mass media campaigns, digital media, and shopper marketing programs.
Increased sales and market share.