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The challenge at hand was to transform one of the most traditional brands in Colombia, a 150+-year-old brand, and to effectively communicate its new offerings. The purpose was to consolidate 3Castillos as a food company, connecting with its consumers beyond the traditional industrial positioning.
Our purpose was to bring the most traditional brand in Colombia to effectively communicate its new offer to establish itself as a food company. In the process, the company's portfolio and its brand architecture were redefined based on current products and identifying and validating the growth pipeline.
This high-level process is not only involved in transforming the most traditional brand in the country. We created the new identity, capitalizing on the equity while demonstrating flexibility and adaptation, gearing towards its consolidation.
We continue to support the transformation process by managing communications and digital platforms, living the defined strategy in a comprehensive 360 that generates value for key audiences.
