Latin America

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Paceña: A successful co-branding with the Ministry of Cultures and Tourism

Case Study • Mateo Urquizo-Sarue, WARC Prize for Connection Strategy, Shortlisted, 2015

This case study describes how Paceña, a Bolivian beer brand, switched its traditional sponsoring of the Bolivian Carnival, to becoming the Official Sponsor of Bolivian Tourism and Culture, successfully exporting the Bolivian culture and beating the campaign's objectives.

The low income consumer - a growth opportunity

Research Paper • Ana Cláudia Hernandes Fioratti, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

This paper presents the Study on Low-Income Consumers (LICs) based on the Consumer Panel, with information from 14 countries in Latin America, including the South Cone (Argentina and Chile), the Andean Region (Peru, Venezuela, Bolivia and Colombia), Central America (Honduras, Nicaragua, El Salvador, Panama, Costa Rica and Puerto Rico), Brazil and Mexico.

From perception to experience - a new approach to understand purchase experiences

Research Paper • Esteban Socorro and Fernando Moiguer, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.

Nokia Colors: from traditional to online product-testing

Research Paper • José Sosa, Iván Casas and Gonzalo Pena, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line.

Pop art project: mobile phone design in Latin America

Research Paper • Andréa Lima, Paula Luz and Richardson Nelson, ESOMAR, Qualitative Research, Athens, October 2006

This paper explores Argentinean, Brazilian, Mexican and Venezuelan urban societies through an ethnographic approach.

When is perception reality? A regional study into perception and reality of using mobile devices

Research Paper • Karla Costa and Philip Rhodes, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006

This paper discusses the 'perception and reality' of the concept of 'ease of use' in the context of mobile devices amongst Brazilian, Argentinean, Mexican and Colombian consumers and retailers.

First experience of harmonized TV ratings in Latin America

Research Paper • Carlos Alberto Huaira Contreras, Boris Pauzer and Luisa Fernanda Hinojosa Streber, ESOMAR, Television Audience Conference, Cannes, June 2002, pp. 103-122

The harmonization criteria regarding TV measurement across countries is now a reality in Latin America with a pan-regional TV rating database in its first stage with Argentina, Brazil, Chile and Mexico audiences.

Building iconic brands: How to manage and position brands that are part of our heritage

Research Paper • Federico Barallobre and Sebastian Corzo, ESOMAR, Latin America, 2018

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.
Global Ad Trends: Global adspend outlook

Data • James McDonald, WARC Data, January 2018

This report summarises the latest advertising expenditure data from WARC's Data platform.
Nivea Men: The Real Fan

Case Study • Norma Jimenez, Anaid Navarro, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.
M&M's: For the sake of M&M's, do not watch Game of Thrones!

Case Study • Brian Crotty, Cassiano Oliva, Juliana Melo, Thabata Hidalgo et al., WARC Media Awards, Grand Prix, Effective Use of Partnerships and Sponsorships, 2017

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.
OREO: Play with OREO

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.