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Videos

Building iconic brands (Spanish)

Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing.AB Inbev has the challenge to change the trends in a mature market in which the leader is been...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Sebastian Corzo, Federico Barallobre
Companies: AB InBev, Kantar
May 14, 2018
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Citation

Corzo and Barallobre (2018a, May 14). Building iconic brands (Spanish). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/building-iconic-brands-spanish-


Research papers

Building iconic brands

Quilmes is the classic beer brand in Argentina. In the last decade, it has been losing market share, and its affinity with consumers has been decreasing.AB Inbev has the challenge to change the trends in a mature market in which the leader is been...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Federico Barallobre, Sebastian Corzo
Companies: AB InBev, Kantar
March 21, 2018
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Citation

Barallobre and Corzo (2018a, March 21). Building iconic brands. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/building-iconic-brands


Videos

Building digital brand engagement (Spanish)

The objective of this presentation is to share How PepsiCo uses Social Media Insights in Latam to position and activate main digital brands (Twistos/ EQlibri and Toddy).Sharing with the Audience the Regional Think and Local Digital Touch.?How PepsiCo...

Catalogue: Latin America 2015: Carnival of Insights
Author: Federico Barallobre
June 15, 2015
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Citation

Barallobre, F. (2015a, June 15). Building digital brand engagement (Spanish). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/building-digital-brand-engagement-spanish-


Research papers

Building digital brand engagement

In this paper we will review the seven drivers of digital brand engagement with real examples in the of cookie and crackers categories in Latin America. The paper illustrates Pepsico Best Practice and the amazing results of suing social networks to...

Catalogue: Latin America 2015: Carnival of Insights
Author: Federico Barallobre
April 28, 2015
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Citation

Barallobre, F. (2015a, April 28). Building digital brand engagement. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/building-digital-brand-engagement


Videos

New generation brands (Spanish)

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...

Catalogue: Latin America 2014: Accelerating Growth
Authors: María Luz Moreno, Natalia Gitelman, Federico Barallobre
June 15, 2014
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Citation

Moreno, Gitelman and Barallobre (2014a, June 15). New generation brands (Spanish). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/new-generation-brands-spanish-


Research papers

New generation brands

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...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Federico Barallobre, Natalia Gitelman, María Luz Moreno
April 4, 2014
×

Citation

Barallobre, Gitelman and Moreno (2014a, April 04). New generation brands. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/new-generation-brands