Welcome to Visual Latina US by visuallatinaarg

GROU P

GLOBAL

INDEPENDENT

MINORITY-OWNED

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.

Singapore

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.

Founded in 1986 in Mexico Supporting clients globally We are a shopper and design activation agency

Notable client partners

Our Capabilities

SHOPPER

End-to-end Omnichannel Campaigns

Market Assessment, Picture of Success

Retail Media

Commercial Strategy

Endomarketing

Capability Training

Strategy, Digital Shelf, Campaigns PICOS Audits, Promo Tracking PIM, Sell Out

DTC Solutions: web, chatbots

Live Streaming Shopping Experiences

Phygital Brand Experiences

Retailtainment

Retail Experience Design Implementation

Retail Innovation Process

PROMOTIONS

Transactional Ideas

Gaming, Sweepstakes, Scratch card

Customer Implementation

Measurement

DESIGN & INNOVATION EXPERIENTIAL

Visual Identity System, Branding

Packaging & Structural Design

Brand Photography

Photography Original content creation Point of Sale

Merchandising, Displays

DIGITAL PRODUCTION

Phygital Experiences (QRs platform)

Conversational channels (Bots)

ChatGPT Commerce

Digital Web, Apps, Platforms: Loyalty, Digital Catalog

Augmented Reality, Edutainment

AI, Web3, Loyalty, NFTs Corp. Training and Education

Phygital Experiences, Gaming Disruptive Innovation Measurement

Pancho’s Cheese Dip Omnichannel

Brand Experience

WHY

We needed to increase brand awareness and trial for Pancho’s Cheese Dip through an omnichannel activation plan. Our goal: to support the journey to become the #1 refrigerated queso dip brand as Pancho’s expanded distribution across the U.S.

WHAT

We built a strategic approach for the brand leveraging their new brand identity and positioning. Our responsibilities included:

• Social media strategy

• Content production

• Community management

• Content creator management

· Shopper strategy

• Retailer execution toolkit

• E-commerce optimization

· Website creation

HOW

• Shaking things up on social

• Developing custom solutions for retail partners and deploying trial-driving activations

• Optimizing e-commerce and launching a new website

SHAKING THINGS UP ON SOCIAL

Activated tactics to get community more engaged and open the dialogue for feedback.

Regular announcements of new retailer distributions, driving social users to their local store for purchase.

Created an iconic brand persona and shifted communications tone to match.

Initiated social listening and responsive community management.

Explored and measured different content types to understand what resonated.

Partnered and managed micro-influencers to reach new audiences with organic content.

DEVELOPING CUSTOM SOLUTIONS FOR

RETAIL PARTNERS

DEPLOYING TRIAL-DRIVING ACTIVATIONS

LAUNCHING A NEW BRAND WEBSITE

Bumble Bee Shoppable Recipe Digital Experience

WHY

Lunch had become a skipped meal, but with the pandemic consumers were seeking quick and healthy at-home meal solutions again. There was an age-old misperception about the canned seafood category (what is it? How do you serve/eat it?), and consumers didn’t recognize the health benefits tuna could provide.

WHAT

Demystify the category perception by bringing new consumers in through approachable recipes.

HOW

Producing a shoppable recipe program that connects the online and offline Bumble Bee brand experience through scannable POS. Bringing shoppers into the aisle and offering them an easy, delicious lunchtime recipe that they could shop for while in the store, then use our tools to make it at home.

Shopping list shows a recognizable icon of each ingredient

When tapping on Bumble Bee products, a pop-up opens with products video. By tapping the x the window will close.

The ingredient will be checked, assuming you already put it in your cart. At the bottom you will find two buttons: Go to recipe or Watch video.

You will be finally taken to the recipe at bumblebee.com

Fanta & Día de los Muertos Chatbot

WHY

Fanta invests in Halloween each year to drive sales with shoppers, However this holiday doesn’t resonate as strongly with Hispanic consumers who over-index in the brand consumption.

WHAT

Día de los Muertos is the perfect occasion to connect to this target with authenticity, and the brand can help pass down the traditions of the celebration to generations in a fun way.

HOW

Designed a limited-edition pack where shoppers could scan and open up a chatbot conversation with 4 characters from Mexican folklore on their phones. The bilingual experience used the brand’s humorous tone, educating shoppers and rewarding them for participating.

Futbol is and has always been the most popular sport in the entire world

We have a 20-year history activating fútbol in shopper campaigns & brand experiences around the world.

WHY

Fútbol gives brands a commercial platform all year long. It’s not a season that starts and ends – there’s an opportunity to activate fútbol occasions with both players and fans throughout the year by building on the passion of the sport during each season.

WHAT

At Visual Latina we help define the commercial opportunity and identify our shopper target’s connection with soccer, then build the strategy for an omnichannel approach that drives brand equity, awareness, transaction and conversion for our brands and retail partners.

HOW

Whether it’s taking an above the line idea to a retail environment or designing campaigns from scratch, Visual Latina’s creative team has the expertise to move shoppers’ hearts by crafting the right messaging, designing impactful creative, and proposing disruptive ideas along the P2P.

From The Roots: Full concept development

WHY

“Flexitarian consumers are driving the demand for plant-based foods, with interest in transparent labels, sustainability, health, and exciting new food experiences*”

WHAT

Our mission is to Design and activate a shop-in-shop with a variety of plant-based solutions for an on-growing shopper target. Drive sales while we accompany them on their journey to conscientization.

HOW

Analyzing the shopper persona, current behaviors, and category challenges to overcome. Developing a concept that works across the full path to purchase and assessing the P2P potential touchpoints online and offline that will disrupt and transform behavior driving sales

Key Considerations

For creating our space

- Gourmet-forward

Imagery and Look & Feel should be appealing, prioritizing tastiness and aesthetic.

- Transparency

Complementary information on POS in order to incentivize the purchasing process.

- Inspirational

Aim to become a hub of new ideas to trigger trial and exploration.

- Action forward

Help them on their decision making journey to take action.

- Resourceful

Create a strong link to existing trends and discovery sources.

WHEN THE SCREEN IS NOT IN USE BY SHOPPERS, IT WILL DISPLAY A LOOP OF DIFFERENT CONTENT.

Product offers that shoppers

FOOD INSPIRATION

Plant-based recipes cured by local influencers from different disciplines(chefs, vegan activists, health & fitness, environment).

Finally shoppers will be invited to scan a QR and access a landing page with recipes using the product.

HOW IT GROWS ON THE AREAS

Expanding the concept across the store to generate awareness and consistent communication across the P2P.

HOW IT GROWS WITH CHATBOT

- Understanding the Flexitarian Mindset:

Over the past few years, the plant-based trend has transitioned from being niche to mainstream, with 1 in 4 consumers globally identifying themselves as flexitarians.

Here is a nice Sun dry tomatoes pasta: 5:24

HOW IT GROWS WITH RECIPES

- Recipe Postcards

Postcards featuring a dish picture and its recipe instructions. A QR code will lead shoppers to a shopping list on Carrefour e-commerce.

HOW IT GROWS WITH IN & OUTS

Recycled Tote Bags

Get an exclusive free Totebag when you purchase 3 or more products from the display.

Sustainable Tableware Collection

Bowls, dishes, cutlery, and other table accessories made from recycled materials can be purchased in a bundle with the display products.

Stella Rosa Summer Passport Program

WHY

Stella Rosa wanted to grow their category by recruiting a younger, multicultural demographic and surprising shoppers with fun experiences. The summer season is the ideal time to socialize, travel, try and explore new things and served as the backdrop for our SR Summer Passport campaign.

WHAT

Stella Rosa collaborated with Contadina to bring shoppers delicious recipes from all over the world, new pairings, exclusive giveaways and the chance to win an exciting trip to cruise around Europe.

HOW

We created an original concept “Explore a Taste Beyond Borders” that informed the creative territory for the campaign. Leading with a message of discovery, we invited shoppers to try the portfolio of Stella Rosa wines to make their summertime moments more flavorful. We segmented communication to focus on Contadina or the cruise, depending on the shopper journey. Deliverables included crafting the picture of success and designing disruptive activation materials both in-store and online.

SHOPPER PROGRAM COMMUNICATION ARCHITECTURE

DRIVING ENGAGEMENT & PURCHASE INTENT ALONG THE SHOPPER JOURNEY

@Perimeter

Lobby or Wine area (featuring SR only, no Contadina)

Deli or Wine area (joint display with Contadina + SR wines)

Focus on SR Sweeps + SR food pairings

Focus on SR/Contadina recipes

@Cross-Category (the tomato sauce aisle)

Focus on SR/Contadina recipes

@Shelf (the wine shelf)

Focus on SR Sweeps + SR food pairings

Perimeter

Lobby (Pallet Display)

Deli or Wine Area (Joint Display)

MODERN TRADE

POINTS OF ENGAGEMENT (POE)

Cross Category

At Shelf

Tomato Sauce Aisle (Shelf Talker)

Wine Aisle (Neck Ringer, Shelf-talker, Aisle Interrupter)

Fi re b al l On-P rem i s e Activations

WHY

We needed to rethink our communication towards GenZ and re-ignite the brand’s spirit to unleash its full potential in on-premise outlets. To do this, we had to place the iconic Dragon Man at the center of our activations driving trial and renewed awareness of the brand.

WHAT

As Fireball Whisky welcomed a younger generation to their brand it became evident they were losing ground in the categor y. What previously resonated with their shopsumers was no longer relevant or driving trial in the on-premise channel