DEFENDING THE LEADERSHIP OF A BRAND THAT THOUGHT IT HAD IT ALL

Challenge

The brand wanted to expand the sweet wine category, confident in its historical leadership. We aimed to identify real growth opportunities and understand its true position in the category.

Approach

We surveyed several cities to map strengths, weaknesses and symbolic codes against direct competitors and other beverages considered as alternatives. Conversations added depth to the territories, brand characteristics and assets worth developing.

Outcome

We discovered that the brand needed to regain ground before growing: its leadership was strong in Buenos Aires but weak elsewhere and among younger generations. This led to complete repositioning, a refreshed identity and a new narrative to restore cultural relevance and sustain genuine leadership.