How brands can position themselves to appeal to Argentinians

This article explains how international brands can engage consumers in Argentina.

How brands can position themselves to appeal to Argentinians

Mercedes Ruiz BarrioTNS

Humour, homeliness and happiness: how brands can position themselves to appeal to Argentinians in one of South America's most challenging yet rewarding markets.

Argentina is a market ripe for disruption. Covering over two million miles and with 24 distinct provinces, its differing geographies and climates mean that somewhere in the country at any one point, there are many opportunities for brands to engage with new audiences. Cultural hooks such as the nation's love of football, asado barbeque, tango and local music provide a stage for occasion-based marketing...

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