Driving product development in Peru with brand
Alicorp
Brand Strategy
Creative Direction
Alicorp, the largest CPG in Peru, had identified a problem: there were no healthy options for Peruvians in the supermarket. Despite being a nation known for the export of superfoods like Quinoa, Peruvians have seen their grocery stores flooded with cheaper, unhealthy alternatives. Alicorp wanted to change this with a new range of authentically Peruvian foods that would give everyone in Peru–regardless of economic status–viable healthy options.
Using brand as a platform for product development, prototypes were tested in the field, iterated, and retested as the team moved around the country. This pattern of real-time feedback from interviewees in co-creation sessions was essential in creating authentically Peruvian products, providing the qualitative data to support each quantitative business case.
This platform of prototypes, 5 in total, was used to approve each product's business case and form the brief for its full development.
The first of five HMW’s that would eventually evolve from the beverage market to yogurt; an opportunity to bring a burgeoning product to a country only beginning to get mass refrigeration and with a need to solve deficiencies in calcium.
The Triboo brand appeals to both the prevent and care mindset of parents, helping to prevent in the present and nurture for the future.
Based in community, the brand was designed to be a platform for parents to learn, share and grow together through branded and user-generated content.
Inspired by the way packaging is used and reused in markets and in the home, the brand was built to mimic the experience of homemade, and packaged, foods.
