Wrigley’s

CHALLENGE:

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.

CONSUMER'S PERSONAL STORY:

First- and second-generation bilingual Mexican-American consumers who sought intense experiences that would spark the essence of who they are.

CULTURAL TRIGGER:

"For me, spicy candies are a reflection of my identity. They are as intense as my personality."

CULTURALLY RELEVANT SOLUTIONS:

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.

RESULT

Increased sales and market share.

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