Personal Care

Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.



Brahva: from weakness to strength

For more than 30 years, Cervecería Centroamericana, with its flagship brand Gallo, maintained a market monopoly, achieving position as an icon of pride and quality. This was so until 2003, when AB InBev entered the market with Cerveza Brahva and made it responsible for bringing dynamism and variety to the beer market in Guatemala, reaching volumes of relevant sales and turning Guatemala into the country of the "cuates". Through an aggressive price strategy, Brahva managed to boost the growth of the category; nevertheless the brand continued to fall until that affordable price began to play against it affecting its perception of quality and causing sales to fall significantly, coupled with the pressure exerted by the local leader with campaigns that evoked nationalism, heritage and tradition. Our idea was to "Make the biggest disadvantage of Brahva its main advantage" and go from modifying the culture of our consumer to being part of it. We take advantage of the most important moment of the category to connect again with the consumer who prefers Brahva and for whom his communication is really relevant. This is how we transformed the traditional Convivios into CHELIVIOS, a sum of ¨Chelas + Convivios.

Brand: Brahva
Client: Ambev Guatemala
Agency: El Taier DDB Centro
Language: Spanish

Maybelline Make Up In The City

In 2017 we've managed to achieve lidership in terms of Total C olour C osmetics C ategory - being ahead of the biggest competitor Rimmel. Proper strategy & content allowed us to create a YouTube mini series of how-to videos called Make Up In The C ity - as a result we've improved not only the marketing metrics, share of market, but most importantly we've created an emotional bond between the customers and products as well as image of an expert.

Brand: Maybelline New York
Client: L'Oreal Polska
Agency: Labcon
Language: Polish

Sonha Que Dá

Ela merece, ela merece! A Jequiti vivia uma crise em 2016 semelhante ao Brasil. Apesar do alto nível de visibilidade na mídia, apenas metade dos consumidores que conheciam a Jequiti considerava comprar produtos da marca. Jequiti não tinha uma identidade e posicionamentos claros, olhava-se no espelho e não se reconhecia. Era preciso assumir uma atitude. Embora os produtos fossem reconhecidos pela sua qualidade entre consumidores, eram praticamente desconhecidos pela maior parte do público que não os experimentava. A principal lembrança da marca era a associação com celebridades, com os programas de TV e com os prêmios. Decidimos explorar este universo, ressignificando os signos à favor da marca. Jequiti agarrou a oportunidade de ser uma verdadeira estrela. Abraçou o mundo do entretenimento e começou a transformar o seu sonho em realidade. Assim, encontrou aquilo que ligava as consultoras com as consumidoras e que refletia a verdade da marca. O mundo das estrelas, o sonho possível, era também o sonho da Jequiti.

Brand: Jequiti
Client: Jequiti
Agency: BETC/Havas
Language: Portuguese

2020_us_2020_e-5032-428_hero_1 Olay Killer Skin
2020_us_2020_e-5381-246_hero_1 Gillette Gillette - We Believe
2019_ca_2019_e-51-413_hero_1 Kleenex Made for Doers

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