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The project started with the two-liter bottle and was then extended

The revitalization and redesign of the brand identity noticeably

to the entire line. Distribuidora Alfa took the opportunity to change

improved visual impact on the shelf. Consequently, positioning

the five-liter bottle. Thus the line was unified in terms of versions

among consumers was consolidated, and product leadership is

with handles, and much better integration was achieved at point


of sale.

The MAS COLOR line consists of 500milliliter, one-liter, two-liter and five-liter bottles, plus a 95-milliliter (enough for one-load) sachet, which is distributed as a sample.

According to figures published in the May 2004 issue of the magazine NEO®, MAS COLOR®, with its varieties MAS BLANCURA® (whiteness), MAS ROPA FINA® (fine washables) and MAS ROPA OSCURA® (dark clothes), claims 40 percent of Mexico’s liquid detergent market. Half a year after the new image was launched, the detergent reports a 26-percent increase in overall sales volumes, amounting to nearly 33 million dollars a year.


FIVESECONDS The time a package on the shelf has to attract the consumer’s attention