The RIOPAILA CASTILLA sugar mill hired us to decipher this code and redefine the role of sugar in the lives of Colombian women, establishing the foundations of their long-term brand strategy.
The challenge was not just to sell more sugar, but to regain the connection with the consumer and its brand identity.
At INNOVAbrand, we activated our unit of
Research & Diagnostics, integrating a team
of anthropologists and researchers.
Through an ethnographic methodology
Immersive, we explore the emotional conflict of
sugar in Colombian women, identifying a
profound cultural duality:
For Colombian women, sugar is present in their happiest moments: Mom’s kitchen, the
Family recipes and the small pleasures of the day. But at the same time, it faces a narrative of
Guilt and restrictions, which lead her to question her consumption
To achieve this, we executed:
Customer Journey Mapping: We identified
the moments of truth in the relationship of
the woman with the sugar.
Competitive Benchmarking:
We analyze how brands in the sector
They addressed product communication.
Brand Audit: We diagnosed the
emotional disconnection after the change
packaging and rebranding
Definition of positioning
strategic: We constructed a narrative of
brand aligned with the insight of
consumer, prioritizing a connection
real emotion.
“Colombian women do not want to choose between pleasure and responsibility.”
She wants support to make informed decisions.
This allowed RIOPAILA to evolve from a communication based on it
product to a consumer-centric brand strategy.
Our approach enabled:
Reconfiguring the narrative of the
mark to make him stop
compete solely on price and
functional attributes.
Transforming communication into a
message aligned with the insight of
consumer, avoiding improvisation and
making decisions based on real data.
Consolidate a position
strategic, clear, reflected in his
current brand identity:
“Heart Energy”.
This approach took RIOPAILA out of the competitive price and performance “ring” for
to position it on a stronger and more differentiated emotional ground,
RIOPAILA went from losing relevance in the consumer’s mind to reconnecting with
its audience on a cultural, emotional, and rational level.
Don’t leave your strategy to chance.
You can’t position yourself if you don’t understand how your customers think.
Your campaigns aren’t converting because you don’t really understand your audience.
Turn your data into
real growth with a
diagnosis based on
in-depth information about
consumer.
Do you want to connect with your
audience and strengthen your
brand strategy?
