Campaign: Following Peru
Client: The Coca-Cola Company / Inca Kola
Agency: Wunderman Thompson
Description:
Brand:
Inca Kola is a peruvian soft drink born in 1935. It’s unique flavor has been the most loved by peruvians, generation by
generation. The brand grew so strong along the years, that their leading competitor, Coca-Cola, ended up buying the
brand, as it was unable to compete against it in the Peruvian market.
By 2017, the brand positioning was based on an important trait of Peruvian idiosyncrasy:
generation. The brand grew so strong along the years, that their leading competitor, Coca-Cola, ended up buying the
brand, as it was unable to compete against it in the Peruvian market.
By 2017, the brand positioning was based on an important trait of Peruvian idiosyncrasy:
Creativity:
Peruvians are creative in a broad aspect of the concept: Creativity is present in our culinary culture, language, music and our general way to face life and the challenges that come along. This led to a slogan brand claim that lasted for long:
With Creativity, Anything is Possible.
Peruvians are creative in a broad aspect of the concept: Creativity is present in our culinary culture, language, music and our general way to face life and the challenges that come along. This led to a slogan brand claim that lasted for long:
With Creativity, Anything is Possible.
Context:
After years of talking about PERUVIAN CREATIVITY, the brand territory started lacking relevance and becoming repetitive. Meanwhile, other brands started to explore the same territory from different angles, making new “Peruvian Creativity” representations related to the different categories.
As a brand that’s built around making peruvians feel proud of their identity through CREATIVITY, Inca Kola needed a new territory to capitalize and evolve their powerful connection between Product, Brand and Target.
As a brand that’s built around making peruvians feel proud of their identity through CREATIVITY, Inca Kola needed a new territory to capitalize and evolve their powerful connection between Product, Brand and Target.
Challenge:
Update Inca Kola’s positioning, setting up the first step of a Masterbrand
project, with a new vision of amplifying their portfolio in the future.
project, with a new vision of amplifying their portfolio in the future.
Strategy:
If there is another concept that could strongly relate to peruvian culture, we think about DIVERSITY.
Diversity is the basis of our modern culture, makes us proud in some contexts but it could also spike negative structural sentiments. Peruvian’s colonial heritage made gender, language, ethnicity, religion, etc. valid reasons to stay apart, rather defined by sub-cultures in order to avoid being associated to “the other”. Unluckily, even when the colonial times are way back in time, some of those learnings are still present.
This meant that when coming from the individual, the concept of Diversity favored singular recognition through cultural heritage; but from a social point of view, it could revive inherited differences that keep us apart.
If there is another concept that could strongly relate to peruvian culture, we think about DIVERSITY.
Diversity is the basis of our modern culture, makes us proud in some contexts but it could also spike negative structural sentiments. Peruvian’s colonial heritage made gender, language, ethnicity, religion, etc. valid reasons to stay apart, rather defined by sub-cultures in order to avoid being associated to “the other”. Unluckily, even when the colonial times are way back in time, some of those learnings are still present.
This meant that when coming from the individual, the concept of Diversity favored singular recognition through cultural heritage; but from a social point of view, it could revive inherited differences that keep us apart.
SO IN THE BRAND POSITIONING JOURNEY, WHERE DOES PERUVIAN CREATIVITY MEET DIVERSITY?
Creativity has been Peruvians’ long response to unexpected situations coming up their way. While this used to revolve around the concept of Progress and Survival, looking to achieve basic standards (1980s+), modern day Peruvian Creativity revolves around Identity, looking to achieve and enjoy personal standards. It’s made us who we are.
In this context, Creativity becomes a resource instead of a result, that highlights two facts peruvians can take pride of:
1. Being creative (and the way it happens) is a personal decision. — Sense of empowerment.
2. Its results change from person to person, highlighting their unique identity. — Sense of acknowledgement.
Just like Inca Kola (and its portfolio), we’ve conquered the option to decide who we are, beyond traditional tags, as
well as how and where to express ourselves.
WE’RE NOT JUST DIVERSE BY BIRTH: WE ARE UNIQUE BY CHOICE.
New Brand Claim:
INCA KOLA, EL SABOR QUE NOS HACE ÚNICOS.
INCA KOLA, THE UNIQUE PERUVIAN TASTE.
New Brand Territory:
UNIQUENESS.
Awards:
- El Sol – Ibero - American festival of advertising communication - June 2017 - Gold - Category: Social Media - Campaign: Following Perú. Client: Inca Kola (The Coca-Cola Company).
- IAB Peru Mixx - May 2017 - Category: Best performance in Social Media. Campaign: Following Perú. Client: Inca Kola (The Coca-Cola Company).
Campaign Info:
Campaign: Following Peru
Client: Coca - Cola Company / Inca Kola
VP Creativo: José Aburto
Head of Art: Augusto Landauro
Director General Creativo: Carlos “Charro” Altamirano
Redactores Creativos: Diana Flores / Martin Miñano
Director de Arte: Rocío Heredia
Diseñadores: Iván Espejo / Sharon Bautista / Nicole Veramendi
General Account Director: Carlos Bernal
Account Supervisor: Fiorella Rojas
Account Executive: Jimena Lau
Planner: Denisse Achata
Supervisor de Social Media: Cynthia Maco
Community Manager: Diego Arana
Ilustración: Juan Carlos Villafuerte
Casa Realizadora: Wunderman Phantasia Studio
Partner Estrátegico: Twitter – IMS
