Latin America

The region's marketing, consumers & brands

Latin America


Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega, Joe Gusukuma and Ider Cifuentes, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.


Juan Pablo Garcia, Mihir Warty, Jane Dorsett and María Alejandra Urbina, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates the success of three Christmas campaigns conducted by the Colombian Ministry of Defense intended to encourage members of the FARC, the oldest guerrilla group in the world, to demobilise.


Orlando Hooper-Greenhill, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how KitKat, the confectionery brand, moved into global digital marketing to take ownership of 'modern breaks', building on its long-standing 'breaks' positioning whilst recognising changes in what breaks mean to people.


Isabela Albero, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Brazilian beer brand Antarctica, the main sponsor of Rio de Janeiro's carnival, created a campaign to increase awareness of the dangers of drinking and driving.


Gloria Herrera, Humberto Polar and Victor Velez, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how the Peruvian Cancer Foundation's fundraising drive, Ponle Corazón (Put Your Heart into It), which aims to raise money for children with terminal cancer, found a new way to engage with the country and reverse a downward slide in donations.


Isabela Albero, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how car manufacturer Audi combined technology and prestige in a single idea to make the lives of potential premium-model Audi buyers easier and help the brand make an impact in a competitive market in Brazil.


Alastair Bowers, Niccolo Rigo and Joe Corcoran, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Ballantine's, a Scotch whisky brand owned by Pernod Ricard, created a digital t-shirt to help connect with a younger market and communicate its brand values.


Humberto Polar, Juan Donalisio and Gloria Herrera, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how UTEC, the Engineering and Technology University in Peru, created a unique billboard that produced drinking water from the air in order to attract students to its 2014 intake.


Humberto Polar, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how UTEC, the Engineering and Technology University in Peru, created a unique billboard that improved air quality on the construction site of its new campus, to help attract students to its 2014 intake.

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