Argentina applauds successful brand comebacks

The Advertisers’ Association of Argentina (CAA) held the 14^th edition of their annual “CAAsos de Negocios (Business Cases): Successful Brand Strategies” event as part of Argentina’s Advertiser’s Day on 7 July.

Marketing professionals and students in attendance heard from senior brand managers who shared insights and learnings from their successful brand strategies.

Carolina Rey Blanco, Senior Brand Manager at Godrej, presented the success story of their hair colour brand Issue. With consumption of beauty and hair products at a record low, the brand decided to relaunch its line of hair dyes in 2016 with two objectives in mind: modernise the brand and increase the number of returning consumers. They decided to move away from using celebrities and instead launched a 360º campaign that emphasised all the functional benefits of their products, keeping in mind that 70% of their target audience dye their hair themselves at home. "We sought to play the role of a friend", Carolina said. The move allowed Godrej to reach a 27% market share, surpassing its main competitors in the market.

Justo Sáenz, Senior Brand Manager for Desserts at Danone, then talked about how its dessert brand Danette recovered from a -38% drop in sales volume. They realised that the chef character they have used in their ads for a decade were showing signs of wear and tear. After a failed relaunch in 2014, Danette overhauled its brand messaging in 2017, focusing on indulgence and pleasure and putting "the confectioners" at the centre of their communications. The results were a 34% increase in sales volume year after year and a 52% increase in market penetration.

In 2004, CAA instituted 7 July as the official day for advertisers in Argentina. The day also marks the signing of CAA’s charter in 1959.

For more information, please contact CAA.