Latin America

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Coca-Cola Ecuador: Four options the same sensation

Case Study • MMA Smarties, Finalist, LATAM, 2017

Beverage company Coca-Cola successfully built brand awareness in Ecuador by creating a mobile memory game.

Pinguino Coffee Break

Case Study • Bertin Guerrero, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study explains how Pinguino, a leading ice cream brand owned by Unilever, increased sales by helping people have fun during the summer in Ecuador.

AXE: Find Your Magic

Case Study • Vicente Caceres, WARC Media Awards, Effective Use of Tech, 2016

This case study describes how deodorant brand AXE used WhatsApp to communicate with young Millennial men in Ecuador.

Coca-Cola: The real ice cold Coca-Cola

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

This case study describes how Coca-Cola used an innovative product redesign to drive user-generated content relating to the brand.

Ministry of Transport & Tourism: All Gunns Blazing campaign video - 'Blind Trip' (Ecuador)

Gunn Report • Gunn Creative, 2015

Contains the campaign video of 'Blind Trip' for Ministry of Transport & Tourism by the agency Maruri Grey in Ecuador.

Yasuni National Park: Sometimes it is better to do nothing

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2013

This campaign for the Government of Ecuador sought to protect the nation's bio-diverse but oil-rich Yasuni National Park.

Recognising golden opportunities within sports sponsorship

Article • Mark Edwards and Tracy Allnutt, Global TGI, Dispatches 10, December 2012

International sports sponsorship opportunities can vary enormously and deciding appropriate and successful affiliations is critical for brand owners.

The power of Pacha Mama: Mother Earth and the construction of successful brands

Research Paper • Julia Paez, Cristina Paez and María Augusta Iturralde, ESOMAR, Latin America, Mexico City, May 2012

Small and medium enterprises (SMEs) represent an important sector for the growth of the Latin American economy.

My Ideal Dog

Case Study • Case Studies on WARC, MPG, 2010

Pedigree, the petfood brand owned by Mars, wanted to grow the market for packaged dogfood by attracting new users who were likely to stick to the first petfood brand they bought.

Forecasting a Market in a Chaotic Environment: Learnings From Ecuador, a Highly Volatile Economy

Research Paper • Esteban Vega-H. and H. Bernardo Creamer, ESOMAR, Latin America, Cartagena, May 2010

The effectiveness of three commonly used methodologies for market size estimation, as well as their accuracy in explaining the future behavior of the automobile market in Ecuador, is addressed in this presentation.

General Motors: On the road again

Case Study • Direct Marketing Association - US, Leader, ECHO Awards, 2009

In November 2008, General Motors launched an online social platform targeted at 18 to 25-year-olds in six South American countries to encourage them to share their experiences when travelling by car.

The interaction between media, technology and youth

Research Paper • Nora de D'Alessio, ESOMAR, Latin America Conference, Buenos Aires, September 2005

This paper reflects the “new” relationship the young people of Latin America from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to the Internet are establishing through this medium.

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.
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.
The four moments of experience: Streamlining the process of packaging development

Research Paper • Alejandro Salgado-Montejo, Carlos Velasco, Luis Ariza, Rodrigo Salgado and Ana María Moreno, ESOMAR, Congress, 2017

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.
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.