Brazilian marketing, consumers & brands

Decision Making

Mauro Fusco, Pepe Tomás, Carlos Ochoa and Joaquim Bretcha, ESOMAR, Asia Pacific, Singapore, May 2015

This paper analyses the online behaviour of pregnant women and recent mothers in Brazil by tracking the devices they use to access the internet.

James Conrad, ESOMAR, Latin America, April 2015

This paper argues that marketers should segment their audience by digital connectedness and social engagement rather than demographics, and uses examples from Heineken in Europe and Burger King Motel in New Zealand to explain how this approach can work.

Cristina Brand, Carla Mayumi, Flavio Marcondes and Gabriel Aleixo, ESOMAR, Latin America, April 2015

This paper explains how Coca-Cola, the beverage brand, developed a platform to consolidate data from multiple sources in real-time, to inform its marketing communications and decisions.

Martin Haag, ESOMAR, Latin America, April 2015

This paper presents a new research methodology - cultural mixology - which regards different mindsets and communication factors as 'logical layers'.

Sophie FitzGerald, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how Adidas, the sports brand, planned ahead to create content that could be used in real-time responses to developments during the 2014 football World Cup.

Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Coca-Cola's sponsorship programs of the Olympics has evolved since 2008 – and the main issues shaping the company's thinking before the 2016 Games in Brazil.

Warc News, 09 February 2015
SAO PAULO: During 2014 some 10m Brazilian consumers ventured into online shopping for the first time, helping to push the value of ecommerce in the country up to R$ 35.8bn according to a new report.E-bit, a company specialising in e-commerce informat.

Warc News, 06 February 2015
SAO PAULO: Some 70% of the population of Brazil see themselves as middle class and they enjoy spending their disposable income, and more, a new report has said.In Mapping the Mindset of Brazil's Not-So-New Middle Class Consumers, the Sao Paulo office.

Warc News, 18 December 2014
NEW YORK: Brazil, once regarded as a prime emerging market for luxury brands, now represents a "difficult climate" because of its faltering economy and inflationary pressures, according to a leading market analyst.Speaking to Luxury Daily, Gustavo Go.



Coca-Cola Brazil

Tapping into Brazil's football World Cup fever


Brazil on the go

How the Brazilian consumer marketplace is changing