Great examples of brand activation in Latin America

Date : 14 October 2019

Oliver Butterworth

Retail Analyst

In this article we look at fantastic examples of brand activation we have seen on recent trips to Brazil and Mexico, the two biggest markets in Latin America. All of the featured images and videos were taken in hypermarkets and supermarkets, predominantly in the major retailers’ premium formats.

We were impressed by some of the innovative merchandising we saw. In our view, this would exceed most customers’ expectations for a grocery store. The close attention to detail and creative ways to illustrate each brands’ credentials effectively brings these brands to life and grabs shoppers’ attention. 

Perrier: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view; this is a creative way of incorporating chilled products as part of the overall fixture. The digital screen is used to simulate the carbonated water moving around inside the bottle, which effectively catches the customer’s eye.

Tanqueray: Carrefour, Pamplona, São Paulo  

Source: IGD Retail Analysis

Our view; this is a good way to bring associated products from multiple categories together on the same fixture. This not only promotes Tanqueray but encourages wider spend. The fixture gives the customer all the ingredients to make a classic gin and tonic, with instructions on how to best prepare and blend the drink.

Michelob Ultra: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view: this slimline chiller and display has allowed Michelob Ultra to add its presence into the snack aisle, encouraging customers to buy both products.

Hendrick’s gin and Dewar’s scotch whisky: Soriana Hiper Miyana, Mexico City

Source: IGD Retail Analysis

Our view; a creative use of lighting helps to illuminate these products in an area that is low-lit compared to the rest of the store. The look and feel of these fictures is perhaps what customers would expect from a luxury department store, which gives them a sense they are buying a premium product.

Hendrick’s classic floral design and Dewart’s use of rustic copper, which also incorporates their production process, effectively brings the brands’ wider marketing campaigns and brand credentials into the phsyical store.

Don Julio: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view; Don Julio, one of Mexico’s most highly regarded tequila brands uses this innovative fixture to demonstrate the aging process of their range. Tequila is made from the agave plant and older tequila is aged in barrels. This fixture educates its customer on this in a creative way by using copper piping to show the timeline of the aging process from the plant to the bottle.

The display is further enhanced by a unique feature that enable customers to smell the ‘essence’ of the tequila. The hashtag Twitter handle #HablemosdeTequila (let’s talk about tequila) encourages customers to tweet about, and therefore further promote, the product. 

Nivea: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view; simple and effective from Nivea. Roughly 75% of the fixture is being used for Nivea’s new product, however the use of the pink circle immediately draws the customers eye to it, and the second thing the customer sees is the product and Nuevo (new). This is a very simple mechanic to grab customers’ attention in a highly competitive area of the store.

Stefano: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view; this mock barber-shop promoting Stafano’s men care is great for grabbing customers’ attention. However, the amount of sales-floor space needed for this fixture will limit its roll out only to large hypermarkets or supermarkets.

Palmolive: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view; fun and playful design. The plant emphasises Palmolive’s natural scented credentials described in the text.

Rimmel London: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view; Rimmel London’s bold red branding helps this fixture to stand out. However, it is further enhanced by a digital fixture edge. Rimmel’s brand motto “Live the London look” revolves across the left and right outer edges. 

Nescafé: Walmart Supercentre, Toreo, Mexico City

 

Source: IGD Retail Analysis

Our view; this is a fantastic digital concept from Nescafé. The free-standing machine enables customers to create a mixed box of 24 Dolce Gusto coffee pods using a front-mounted iPad screen. This is an ideal option for shared households where people have different preferences i.e. caffeine/non-caffeinated drinks, hot chocolate etc. It is also appealing to customers who want to try more of Nescafé’s range.

Nestlé: Assaí, São Paulo, Brazil

Source: IGD Retail Analysis

Our view; this Nestlé island enables customers to scan products and see on-screen how the product is used. Customers can then push a button to print a receipt for a ‘special recipe’. This interactive use of marketing is really engaging for digitally-minded customers,

Confectionary: Chedraui Select, Polanco, Mexico City

Source: IGD Retail Analysis

Our view; this is an impressive and eye-catching display which extends across multiple displays in the confectionary aisle. The confectionary, which appears to be in free-fall is mesmerising and likely to attract children and encourage impulse buys.

Playful island design…

Source: IGD Retail Analysis

Beleza na Lata tuna is merchandised as part of a fishing boat. Seen in one of Carrefour’s Atacadão stores, São Paulo, Brazil

Kit Kat delivery lorry, seen in a Guanabara store, Rio de Janeiro, Brazil

Source: IGD Retail Analysis

For more information on any of these stores or their locations please get in touch; [email protected]

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