Re-positioning Mexico: How semiotic analysis helped break through cultural clichés and provide inspiring regional symbolism for three Campari brands

Room 3 | 9:30 am - 10:00 am | Thursday, February 23, 2023

Few countries have as much cultural richness as Mexico, and this was both an opportunity and a challenge for Gruppo Campari. With a unique portfolio of authentic Mexican brands, Campari needed to create distinct brand positioning that would resonate across international markets with very different levels of familiarity with Mexican culture. The challenge was to create universally appealing branding without evoking the usual national clichés. How better to burst the clichés than to go straight to the most emergent people in Mexico: young, avant-garde Mexicans in the three regions associated with Campari’s brands, Peubla, Oaxaca and Jalisco? We layered what they told us about their lives and their regions with an in-depth semiotic analysis of Mexico as a whole and their regions in particular. Then Campari used these finding to create agency briefing guidelines that in turn became international promotional material, for events, social media and more.

Key takeaways:

  1. It is critical to stay on top of emergent culture in order to ensure your brand avoids dangerously irrelevant clichés.
  2. Using mixed methods in research allows for a richer, more nuanced perspective.
  3. Semiotics is an extremely valuable tool for helping to identify brand positioning cues that will resonate across cultures.

Advertising Case Study Presentation by Supplier


More sessions

See all sessions

How to address brand risks and opportunities in a dynamic marketplace

Brands are successful when they tap into important consumer needs that are effective in driving emotional and functional brand attachment. However, the relevance of these needs can be fleeting as [...]


The future of insights is conversational: How modern insight professionals use mobile and conversational approaches to capture immersive and authentic feedback

Consumers who are most likely to provide authentic, trend-setting insights are least likely to participate in traditional research. Why? Because traditional research feels more like taking a test than a [...]


Turning off the fire hose: The importance and art of synthesis in a data-driven organization

In too many companies, research doesn’t achieve its potential to influence change because it is delivered by the pound, in silos or doesn’t reconcile conflicting points of view from other [...]