Marketing

Messi creció con Bimbo y viceversa.

Hace 66 años Bimbo lanzó al mercado su pan de caja, Pan Blanco Bimbo. Después de décadas de mantener el mismo estándar de comunicación, hoy decide que es tiempo de hacer un refresh del producto y de la marca.

El cambio se realizó bajo una estrategia integral; que inicia con la investigación de las necesidades nutricionales de los mexicanos. El hallazgo es la carencia de vitamina A en la dieta de la población, vitamina primordial para el crecimiento. La cualidad del producto se comunicó en una forma única e imposible de imitar por la competencia bajo el concepto “Actileche

El siguiente paso es buscar al portavoz de la campaña, una referencia que empate con valores de la marca Bimbo. El resultado lo conocemos, el mejor futbolista del mundo, el cual tuvo problemas de crecimiento y hoy es el más grande campeón de futbol, Lionel Messi.

Por último, la agencia logra empatar a este gran ídolo con la verdadera percepción del target a través de un tono humorístico.

[youtube]http://www.youtube.com/watch?v=uHwHQdhFjcU[/youtube]
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