Everlast Peru: Catcalling your mom

This case study details a campaign by the sportswear manufacturer Everlast in Peru to increase penetration, and aligning the brand with the struggle for women's equality.

Everlast Peru: Catcalling your mom

Independencia

Objectives

Commercial objectives: We increased our penetration in large commercial areas with promotions and we increased our sales frequency from 30 to 70%.

Marketing objectives: To maintain Everlast's positioning in Peru by empowering women and becoming an ally for women in the category.

To become an active brand and to be a part of the customers' mind shortlist.

We wanted to reaffirm the brands positioning as a partner in women's struggle for equality in a misogynistic society.

Communication objectives: To raise the awareness and goodwill towards the brand by associating ourselves with a cause...

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