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New generation brands

Date of publication: April 4, 2014

Catalogue: Latin America 2014: Accelerating Growth

Authors: Federico Barallobre, Natalia Gitelman, María Luz Moreno

Abstract:

We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.

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