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New generation brands (Spanish)

Date of publication: June 15, 2014

Catalogue: Latin America 2014: Accelerating Growth

Authors: María Luz Moreno, Natalia Gitelman, Federico Barallobre

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.

María Luz Moreno

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Natalia Gitelman

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Federico Barallobre

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Moreno, Gitelman and Barallobre (2014a, June 15). New generation brands (Spanish). ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/a-new-generation-of-craftsmanship-9343