Welcome to Visual_US Multicultural

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

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.

SCAN AND DECOR YOUR OFR

SCAN AND DE YOUR

Y

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.

FIFA WORLD CUP 2022

NORTH AMERICA REGIONAL TOOLKIT

WHY

After releasing the Global FIFA World Cup Shopper Toolkit, local markets came to us with specific needs to customize their programs based on the global strategy and campaign idea.

WHAT

We needed to double-click on a market-specific strategy and activation tools for the North American commercial calendar, consumption occasions and consumer target.

HOW

We provided customized tools including: retouching multi-ethnic photography, adapting POS messaging, creating a social and digital toolkit, plus developing key customer campaigns and Hispanic retailer programs.

A stadium in homeevery

THE IMAGERY

We customized the photos to fit -not just the correct packs and SKUs - but the diverse multiethnic demographic for the Canadian and US markets, which was not considered in the original photo shoot.

PANINI PROMOTION FOR NORTHGATE

We developed a transactional promo for Hispanic retailers tied to the Coca-Cola asset of the Panini Album

BREAKFAST OCCASION WITH PORTFOLIO BRANDS

For markets where the matches were live in the morning, we proposed a retail execution tied to the breakfast occasion.

DIGITAL ASSET TOOLKIT

We created a Toolkit with over 50 digital assets so that California retailers could easily select and use digital and social channels ensuring the correct guidelines.

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.

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