Mexican holiday packaging promotion for Gamesa cookies

  • Mexican holiday packaging promotion for Gamesa cookies
Mexican holiday packaging promotion for Gamesa cookies 2016-12-05T20:59:53+00:00

Project Description

Mexican holiday packaging promotion for Gamesa cookies

Company: Gamesa
Project: Season-specific Latino product promotion.
Purpose: Maximize the heavily-weighted Posadas season promotional budget to elevate sales of the commonly-shared/gifted top Mexican cookie brand (and #1 U.S. Latino cookie brand).
Solution: Promote the continued celebration of Posadas by providing the target audience (current and potential observers) with high perceived product value and the thrill of instant gratification:

  1. Create packaging that vividly-portrays the festivities/merriment associated with observance
    • Cover illustrations depict celebration delight (characters enjoying a Posada gala).
  2. Prompt sales with a free, in-box CD of traditional Latino Christmas carols
    • Rewrote lyrics and produced/remixed public domain songs using UNO-secured musicians.
    • Re-recorded proprietary carols, the following year, in varying Latino music genres.

Outcome: All product inventory was sold out well in advance of Christmas Day despite being intended to last through early January for the Day of Epiphany.

Press: UNO Branding, an industry-leading Hispanic/Latino packaging and promotion agency based in Minneapolis, MN is promoting the Mexican traditional celebration “Posadas”. UNO designed 3 holiday packages and free CD gift in-pack promotion for GAMESA, Frito-Lay, Inc. owned by PepsiCo (NYSE:PEP).

“The thematic artistic designs for each of the three packages were inspired by images of “Posadas”, a Mexican 9-day Christmas celebration,” said Luis Fitch, Owner and Creative Director of UNO. Included in each of the three packaged cookies is a free CD with traditional folkloric holiday songs. This visual and audio “gift” resonates strongly with the target market by making a nostalgic connection with Mexican-Americans of all ages when celebrating Christmas.

By bringing the memories of Posadas to their target market in the United States, UNO joins in celebrating Christmas in the Mexican tradition. This strategy provides consumers a means to share their faith and celebration during the holiday season, while experiencing a part of their culture they shared with their families growing up. While the target market is focused on Mexican-Americans, the packages will be sent to thousands of retail stores across the country. Therefore, the general market will also have the opportunity to appreciate the design’s commitment to honoring Hispanic traditions.

 

 

 

 

 

 

 

 

 

Mexican holiday packaging promotion for Gamesa cookies Company: Gamesa
Project: Season-specific Latino product promotion.
Purpose: Maximize the heavily-weighted Posadas season promotional budget to elevate sales of the commonly-shared/gifted top Mexican cookie brand (and #1 U.S. Latino cookie brand).
Solution: Promote the continued celebration of Posadas by providing the target audience (current and potential observers) with high perceived product value and the thrill of instant gratification:e-recorded proprietary carols, the following year, in varying Latino music genres.

Outcome: All product inventory was sold out well in advance of Christmas Day despite being intended to last through early January for the Day of Epiphany. Mexican holiday packaging promotion for Gamesa cookies. Mexican holiday packaging promotion for Gamesa cookies

Press: UNO Branding, an industry-leading Hispanic/Latino packaging and promotion agency based in Minneapolis, MN is promoting the Mexican traditional celebration “Posadas”. UNO designed 3 holiday packages and free CD gift in-pack promotion for GAMESA, Frito-Lay, Inc. owned by PepsiCo (NYSE:PEP).

“The thematic artistic designs for each of the three packages were inspired by images of “Posadas”, a Mexican 9-day Christmas celebration,” said Luis Fitch, Owner and Creative Director of UNO. Included in each of the three packaged cookies is a free CD with traditional folkloric holiday songs. This visual and audio “gift” resonates strongly with the target market by making a nostalgic connection with Mexican-Americans of all ages when celebrating Christmas.

By bringing the memories of Posadas to their target market in the United States, UNO joins in celebrating Christmas in the Mexican tradition. This strategy provides consumers a means to share their faith and celebration during the holiday season, while experiencing a part of their culture they shared with their families growing up. While the target market is focused on Mexican-Americans, the packages will be sent to thousands of retail stores across the country. Therefore, the general market will also have the opportunity to appreciate the design’s commitment to honoring HMexican holiday packaging promotionispanic traditions.