CLIENT
Distribuidora Me Llega
Christian Fischer, General Director Kristel Fischer, Marketing Juan José Gutíerrez, Marketing Rafael Luján, Trade Marketing & Commercial Director Regina Morataya, Marketing Outsourcing Gisela Perdomo, Media & Procurement Alejandra Pazos, Product Manager
AGENCY
Víctor García, General Manager Federico Aunchain, Creative Director Carolina Chacón, Planning Director Ana Luisa Yurrita General Manager
Starcom
Lucía Ponce, CEO Rubén Triana, General Director
SUMMARY
In Guatemala the instant noodles category has high penetration, it had an absolut category leader with more tan 80% value market share. In 2017 “HanRan” was launched, with a product and creative concept of being “The Oriental with Local flavor”, HanRan is a Noodle Soup that breaks status quo: Price Premium, new flavors, eco friendly packaging and fresh and different communication strategy. For the launch a strategy was designed that consisted on fast distribution in all relevant point of sales for the category and massive media communication strategy with lots of visibility. The results surpassed all expectations and objectives: Visible distribution in more than 24,000 stores in 1 month. Share of voice of 90% Market Value share of 17.4%
