Reclaim share erosion from private brands within fruit drink category amongst Hispanics.
We conducted qualitative, quantitative and marketplace immersions, enabling Tampico to be repositioned to align to cost/ value consumer perceptions. We created a new brand identity system & marketing campaign integrating packaging, print advertising, promotional Hispanic retail events, website and billboards.
The re-launch repositioned Tampico as the #1 selling fruit drink in the USA and the #1 Hispanic fruit drink globally. Tampico was able to launch over 150 Package design SKUs globally in just 7 months.