From Rio to the rest of the world: How innovative research from Gatorade in Latin America is impacting worldwide

This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research.

From Rio to the rest of the world: How innovative research from Gatorade in Latin America is impacting worldwide

Ana Alvarez and Fiona BladesPepsiCo Latam, Brazil and MESH Planning, UK

Introduction

As economies, like Brazil, emerge, a seismic shift is taking place in the marketing budgets of global brands, out of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market research?

In this paper we explore the opportunities, issues and practicalities of conducting research in Latin America using interviews with clients and agencies from the region as well as...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands