New generation brands: How to use consumer voices to position our brands

This paper discusses how Toddy, a Latin American cookie brand owned by PepsiCo, used digital media to launch a new product targeted at teenagers.

New generation brands: How to use consumer voices to position our brands

Natalia GitelmanDatosClaros, ArgentinaMaría Luz Moreno,Federico BarallobrePepsiCo, Argentina

Introduction

The paper describes the case of the cookie brand Toddy1) (which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and to develop a deep connection with its target. The marketing team took advantage of the digital media as a strategic tool to listen to Latin American teenagers, find out more about them and take action based upon this recollection of insights.

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