We Are Visual, Multicultural Cases

GROU P

GLOBAL INDEPENDENT

MINORITY-OWNED

About US

100 people in 5 continents, immersed in the nuances of each marketplace.

Mexico City

Miami

Atlanta

Madrid

Bogotá

Santiago

Buenos Aires

Adapting and evolving as the needs of shoppers and brands change around us.

Johannesburg

Dubai

WHAT WE DO

We convert shoppers into buyers using an omnichannel approach, considering all touchpoints of the commerce experience and using the appropriate message, medium and technology to reach them.

GET TO KNOW US

Founded in 1986 in Mexico Supporting

Notable client partners

Our Capabilities

End-to-end Integrated Campaigns

Physical + Digital + Social

Customer Strategy and Marketing

Content Production

∙ US Hispanic Marketing

Ecommerce Strategy and Digital Planning

Customer Journey Analysis

Industry research / Benchmarking

∙

On + Offline Brand Experiences

Digital Integration

Retail Experience Design

Content Production

EXPERIENTIAL PROMOTIONS

Transactional Ideas

Customer Implementation

Social Integration

Content Production

DESIGN & INNOVATION

Emerging Technology

Visual Identity System

Packaging & Structural Design

Content Production

RETAIL MEDIA

Strategy, Optimization, Implementation and Management for Media Campaigns for Retailers

PRODUCTS & PLATFORMS

∙ Web responsive and native applications

UX / UI Development

CRM and Loyalty

Content Strategy and Optimization

Auditing, Insights, and Performance Optimization

CONTENT

∙ Content Strategy and Optimization

Media and Content Distribution

Digital Paid Media

Data Analytics

Performance Campaigns and Branded Content

Topo Chico Coffee Barista Club

WHY

Topo Chico drinkers are already into the trend of pairing their coffees with Topo Chico when away from home. We want to reinforce this ritual at home, similar to the customary behavior that takes place in Latin America and European markets.

WHAT

We need a 360 program that drives this consumption behavior across all touchpoints, leveraging the existing coffee Barista network that Topo Chico has and amplifying their efforts at retail and beyond.

HOW

• In-store

• FSOP

• Field Marketing

• Swag

• Media

• Topo Chico Website

• Instagram Post & Stories

• Topo Friends

INTRODUCING CHICO BARISTA CLUB

Grinder Glorifier Friend Coffee Shops

In- S t o re

Dis r u pti ve in- s to re POS i n cludi n g highly visible 3 -sided te nt ca rd to b e pla ced in re l evant co fee ad j a cen ci

Vin tag e g r inde r glorifie r fo r sel e ct retaile rs .

To b e acti va ted i n select s to r

To p o co fe e dual co a s te r w it h QR co d e leading to b rand si te ,

In-Store to Online

Designed the brand’s website to feature the limited-time Coffee program, curating all digital content including special recipes, an interactive coffee map and a custom Spotify playlist.

Retail, Design & Experiential

E-Commerce

Sampler pack bundle that a coffee shop offers in their e-com (Mug + Topo + Bag of coffee)

Retailer can host a “BREWING AT HOME” virtual experience with a featured Barista

DIGITAL LOYALTY PUNCH CARD tied to purchase of topo: buy X topo online, come in store to get a free bag of coffee

Awareness on Instagram

Awareness of bundle on Instagram Story

BUNDLE @ D2C

Fulfillment on D2C

BUNDLE @ E-RETAILERS

Fulfillment at partner retailer

Recipe E-Book

Tailormade recipe e-book curated with consumer inspired and brand-generated recipes of perfect pairings with espresso and Topo Chico

Project Heritage

WHY

The Hispanic segment is the largest group in California. Hispanic retailers have four major areas within their stores that represent an opportunity to connect with shoppers in a culturally relevant way through messaging: Meat, Bakery, Produce, Deli. However, there is no targeted occasion-based portfolio messaging available to activate.

WHAT

Develop an evergreen platform that will support retailers in activating priority areas of their stores, aiming to drive frequency and affinity for multiple brands with Hispanic shoppers.

HOW

We conducted regional market visits and spoke to owners of Hispanic stores to firsthand understand the challenges and opportunities. Taking these learnings, we proposed a creative concept and key messages to apply in each POI. After leading a photo shoot with multicultural talent and food, we developed POS and merchandising based on authentic meals rituals, to activate throughout the path to purchase.

CONNECTION

The platform needs to create culturally relevant, connections, consistent across all food destinations in-store, all drinking moments and most importantly, all pulse periods –local and national.

ADDED VALUE

Be a part of shoppers’ food solutions to keep their loved-ones together and their traditions alive

Strategic Pillars guided our execution plan

TOGETHERNESS COMMERCIAL EDGE

The communication and initiatives should lead to enabling and enhancing moments of togetherness that our shoppers are always looking forward to.

The plan should provide support for the portfolio brands –collectively and individually– focusing on retailers’ opportunities and priorities.

First, we had to walk the marketplace to understand each retailer’s needs and opportunities for activation

4

We identified where to activate, understanding the shopper's mindset + motivations

MEAT DELI PRODUCE BAKERY

KEY OCCASION SPECIAL MEALS KEY OCCASION READY TO SERVE

“Looking to enjoy quality cuts and quality time with friends and family”

•Socialize & relax

•Please everyone

•Entertain

“Looking for ready-made, prepared food to eat soon–at home– or here at the store.”

•Short cut meals

•Authentic flavors that feel “home made”

KEY OCCASION EVERYDAY FRESH MEALS

“Looking for fresh, authentic ingredients to cook at home”

•Unique ethnic items

•Good for me, make me feel good

•Cooking from scratch

KEY OCCASION BREAKFAST & SNACK

“Looking to grab a treat”

•Taste

•Treat

•Connection with roots

And developed an occasion-based concept for mealtime:

MEAT KEY OCCASION SPECIAL MEALS

ESTAR JUNTOS ES DELICIOSO

BEING TOGETHER TASTES GREAT

DELI KEY OCCASION READY TO SERVE

PONERLE NUESTRO TOQUE ES DELICIOSO

TOPPING IT WITH “US” TASTES GREAT

“Compartir es delicioso”

SHARING TASTES GREAT

BAKERY KEY OCCASION BREAKFAST & SNACK

DESPERTAR SONRISAS ES DELICIOSO

AWAKENING SMILES TASTES GREAT

We produced a photo shoot to capture the essence of each occasion

PRODUCE KEY OCCASION EVERYDAY FRESH MEALS

DARLE COLOR A CADA DÍA ES DELICIOSO

ADDING A FRESH TAKE TASTES GREAT

Multicultural, Design & Experience

PRODUCE BAKERY

Mul t icul tu ral, D esi g n & E xp er i en ce

Dis p lay co n ce pts we re i nspi re d by the r i tu alisti c mealt i me b ehavi o rs

o f o u r sh op pe rs

We bring a taste of heritage to the stores using disr uptive POS and modular displays, leveraging brand new photography

Gold Peak & Message Transcreation

WHY

Make Gold Peak the number 1 iced tea by finding its authentic foothold in Hispanic culture, and bring the “Stay Gold” messaging campaign to life for this audience.

WHAT

Understand the connection between our consumer and the product. Develop messaging to connect emotionally with Capitalize Hispanic shoppers as the Lowercase “brand” relaunches its positioning.

HOW

We first evaluated consumer insights to understand the relationship between them and this brand.

We developed a simple method of communicating the “Stay Gold” tagline and maintaining the cues to the brand’s new gold bottle. We offered solutions to convey English idioms in Spanish.

WE DON’T SIMPLY TRANSLATE THE COPY, WE TRANS-CREATE THE MESSAGE INTO A CULTURALLY APPROPRIATE COMMUNICATION.

“WE DON’T TRANSLATE, WE TRANS-CREATE”

Flavored RTD teas have nearly doubled the weekly consumption penetration of unflavored tea. Hispanics rate taste sensations higher than non-Hispanic Whites.

Fueling Hispanic Heritage Month with Tradition

WHY

Coca-Cola wanted to recognize and celebrate shared Hispanic values during Hispanic Heritage Month by activating through their partnership with NASCAR.

WHAT

We were asked to create a first-ever, culturally-authentic racecar paint scheme for their #96 Mexican American driver, Daniel Suarez for the October 11th Charlotte Roval Race.

HOW

For our concept, we chose a well recognized fabric design – Sarape de Saltillo – due to Daniel’s roots in Monterrey Mexico.

We translated this to a prototype design for Daniel’s featured race car, and created the supporting materials to promote the car and HHM traditions in the media leading up to and during the race.

OUR ICONIC CREATIVE ASSETS WERE APPLIED ACROSS MEDIA ACTIVATION CHANNELS

Social media

In-venue Pit Wall & Box Signage nascar.com

the best-looking race car I ever had”

-Daniel Suarez

Coca-Cola Lunar New Year

WHY

There is an opportunity to reach Asian American consumers in western US during Lunar New Year celebrations. It’s important to convey multi-generational family togetherness around a shared meal moment. However we cannot simply activate the existing materials developed from a Global perspective, as the messages (visuals, text, packages, pricing) do not resonate in this market.

WHAT

It’s necessary to transcreate the shopper communications, bearing in mind the cultural particularities of four Asian Pacific communities:

- Mandarin (original)

- Japanese

- Korean

- Vietnamese

HOW

We translated the messaging into four languages, verifying accuracy with expert linguists and removing the animal year for Vietnamese as they do not reference it. We adapted the visuals to reflect the appropriate packs, iconography and pricing in the US while retouching photography to ensure contextual cultural cues where appropriate for each Asian segment.

Transcreation

ORIGINAL ASP SHOPPER MAIN VISUAL LAYOUT OVERVIEW

Placement of occasion visual

LNY festive graphics

JAPANESE

Your family reunion meals are more magical with Coke

Pack/pricing updates

Placement of packaging

Pack/pricing updates MANDARIN

KOREAN

Pack/pricing updates

Retouch background ornamental cues

VIETNAMESE

Pack/pricing updates

Remove reference to Animal Year

Black History Month History Shakers

WHY

Coke needed to re-establish a meaningful, authentic connection with the African American shopper community

WHAT

Make Moms feel more emotionally connected to Coke and purchase more often for special moments to enjoy by themselves and with family.

HOW

By creating a program that inspires culturally relevant moments of optimism and connectivity, growing the successful “History Shakers” brand platform.

KEY INSIGHT

Celebrating the success of African American achievements (large & small) intrinsically motivates, inspires and uplifts the community

Black History Month is an opportunity for Coca-Cola to celebrate African American shoppers, through a retail activation that recognizes and rewards everyday heroes in the community and drives brand affinity beyond the store.

Everyday heroes walk among us.

At retail, we created a nomination program that lifts up everyday “History Shakers”, identifying ordinary people doing something extraordinary in their communities for the chance to be rewarded with $1,000!

Pos In Store

Submission On Site invites Shopper to nominate themselves as a History Shaker by scanning a QR code.

Shopper submits nomination, telling his/her story.

Inspired

Share On Social Microsite will highlight Coke’s 6 History Shakers’ stories and exclusive content.

The Winner

Activation & Experience

Activated in highly-visible touchpoints across large store and value store channels.

CASE CARD

STATIC CLING

POLE SIGN

TABLE TENT

POWERADE FIFA WORLD CUP TM

Messaging Transcreation

WHY

Literal or direct translations do not usually convey the same original message and should not be used for creative shopper headlines. Our expertise in transcreation helps us ensure we’re communicating to all consumers in a powerful, actionable way.

WHAT

We adapted the Global POWERADE FIFA World Cup 2022 Toolkit for the US and Canada markets.

HOW

We did a transcreation of the English messaging on channel-wide shopper tools to reach key North American demographics. (French and Spanish).

The visuals were retouched according to brand guidelines, and then adapted to over 60 custom bilingual pieces.

POS ELEMENTS: LARGE AND SMALL STORES

DIGITAL AND SOCIAL

Social Media Posts

Retailer On-site Banners

Static Display Banners