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.
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