Intro to We Are Visual / Coke USA

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

FIFA World Cup Customer Experience

WHY

Given over one third of Albertsons’ shoppers are Hispanic and will be tuning into the FIFA World Cup, it’s an opportunity to develop a custom retail program that will appeal to them

WHAT

Design a turnkey customer experience during the season leading up to the World Cup that will drive in-store foot traffic and increase basket incidence. Leverage the existing persona of “Albert” as the gatekeeper to the experience and special brand offers.

HOW

By scanning the QR code on POS, shoppers were directed to a landing page with exclusive Coke offers for their gameday gatherings and invited to attend in-store special events at Albertsons.

Promotion & Experiential

THE ACTIVATION

By scanning the QR code on POS, shoppers were directed to a landing page with exclusive Coke offers for their gameday gatherings and invited to attend in-store special events at Albertsons.

THE EXPERIENCE

More than 700 Texan soccer fans got to enjoy the Coca-Cola Soccer Fairs at select Albertsons locations. Shoppers could enjoy an ice-cold Coca-Cola while they tested their soccer skills and participated in games for a chance to win the ultimate prize: an invitation to the FIFA World Cup Trophy Tour! We helped bring the activation to life using Albert and Coke branded assets.

Fanta Día De Las Madres

WHY

Fanta is not just a brand that teens love, but a brand dear to Hispanic Moms too. She has grown up enjoying the taste of Fanta and its fruity portfolio. This is an opportunity to launch a new flavor aimed at HA Moms during a special holiday.

WHAT

Leverage an iconic Hispanic celebration –Dia de las Madres - to connect with Moms and activate a retail program that recognizes their culture, heritage and love for Fanta.

HOW

With our original creative concept, we were able to extend the celebration to all Latina motherly figures (the “Reinas”). We adapted the brand’s VIS to emphasize the new flavor. Scanning the POS opened a Whatsapp experience where shoppers could chat, download and send custom illustrated Fanta stickers to share the love around Mother’s Day.

Platforms , Content & Experiential

and interacted with a Whatsapp chatbot in order to receive custom celebrational stickers.

The Hispanic Consumer South Florida communication strategy

WHY

It is estimated that in a few years, 30% of consumers of Coca-Cola in the US will be of Hispanic descent. This is especially true in specific areas of the country like Southern Florida. Now, more than ever, it is of vital importance to communicate with the LatinX population in an authentic, relevant and culturally accurate way.

WHAT

Coca-Cola Beverages Florida asked for our support in research and planning a regional communications approach as part of a toolkit on how to connect effectively with the Hispanic consumers residing in South Florida.

This segment is comprised mostly of Caribbeans, Cubans and South Americans –target groups that are different to the Mexican consumer that Coke is generally accustomed to communicating to in the US. It is necessary to first understand their cultural nuances and passion points in order to identify how, when and where to reach them throughout the year.

HOW

We conducted a thorough research discovery phase and expanded on four cultural passion pillars that resonate with these consumers – Food, Sports, Music, Arts. We then built a yearlong calendar identifying Hispanic events, partnerships, brand-owned assets and activation opportunities for each major city in South FL. Lastly, we created a playbook with proposals for targeted communication materials and messages to leverage in retail environments for each passion pillar.

Hispanics are the Nation’s largest multicultural segment

We had to understand how HIspanics consumed culture and media in South Florida and identify which passion points and local events were opportunities for brands to connect with them in an authentic way throughout the year.

SHOPPER COMMUNICATION BY PASSION PILLAR

Provided a curated selection of photography and messaging for the bottler to have customizable tools that represent culturally resonant occasions.

HISPANIC, GENERAL

We are magical. We are Hispanic.

Our Food is Magic.

Our Players are Magical.

MUSIC

Our Music is Magic.

ART/CULTURE

Our Art is Magic.

Retail & Multicultural

Retailer Thought-Starter Ideas

Coca-Cola Foodtruck Challenge

Insight:

We proposed retail activation pathways to provide inspiration when executing during key regional events, cultural milestones (such as Hispanic Heritage Month) or with partner assets – each associated with the different passion pillars on the calendar.

Food trucks are often a practical way to bring flavors to different festivals and events, and to offer people unique experiences around food they don´t find anywhere else.

Idea:

A traveling Coca-Cola food truck will host Hispanic chefs from various countries and visit different retailer parking lots with local cuisine show-downs. Shoppers who purchase a Coke can

Coca-Cola Hispanic Fans Lessons

Insight:

Hispanics have a close relationship with their local stores and their owners/shopkeepers. Even if stores have an official name, in everyday life local, neighboring shoppers will say: ”I’ll go and buy a Coke at Pablo’s store”.

Idea:

During Hispanic Heritage Month, we will celebrate local stores with a special activation in their store front signs, using the owner or family name, with the hashtag #shophispanic. 20%OFF

L.A. Pride & Brand Identity

WHY

The annual California pride celebrations are a chance to spread the message of freedom and inclusiveness. Many brands are present with communications, but it’s hard to stand out.

WHAT

California has some of the top LGBTQIA+ cities in the US - this community is highly influential and consumes more premium beverage categories.

HOW

We developed a campaign where three premium hydration brands could make a positive, bold statement using each of their brand identities. Activated in the hottest Pride spots: Los Angeles, San Francisco and San Diego, we helped secure incremental presence of premium products in stores and strengthened the relationship of the brand and retailers with the LGBTQIA+ community.

let’s make a statement

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

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