RT Marketing
Phase
Strategy | Concept | Execution
Servicio
Art Direction | Concept Art | Storyboards
Project Delivery
2007
Cooperativa Pascual, aiming to increase its market share in carbonated beverages, decided to launch a new cola brand. The concept centered on contrast, with dichotomy based on color as a differentiating element. The visual proposal showed marked differences at first glance, using high-contrast elements that were nonetheless complementary and balanced within a neutral ecosystem. This strategy allowed Lulú Cola to be positioned as a different product without breaking with the original brand's identity.
Project Time
6 months
Case Study
... The Chalenge
Brand architecture
The challenge was considerable: entering a complex market dominated by global players with a high density of alternatives. The marketing strategy opted for a pragmatic approach: protecting the new brand by associating it with Lulú, a cult-status product in the Mexican market with a loyal consumer base. This decision meant the new brand was not just a new flavor but an extension of an ecosystem with its own identity.
The project's development required a complete brand architecture that communicated the new product's values while leveraging the capital of the Lulú brand. The strategy had to give Lulú Cola a unique identity and personality: sufficiently similar to the original brand to be recognizable, but different enough to compete outside the existing flavor portfolio. Additionally, it had to consider its ability to compete in the mixer segment, a niche with codes and consumers distinct from traditional cola consumption.
... The Results
In communication, the proposal sought to break with the traditional paradigms of the cola market. Instead of a conventional commercial, a music video with more sophisticated codes than those usual in the mass market was chosen. The result was a visually appealing piece that generated an effective connection with the target audience, demonstrating that an alternative communication strategy could be as effective as traditional formats.
