Marketing in “Tortillas”
Ok, not precisely on the tortillas, but on the packaging. I found an amazing story of a Mexican company called “Publicidad a Granel” (Bulk Advertising), which specializes in getting brands into advertising in tortilla packaging paper. As I live in Mexico, I have seen this paper already but had no idea who was responsible for putting it there.
Some interesting facts to help you understand why this is a brilliant medium:
Mexican Population: 105 Million Est.
Average Consumption of Tortilla: 12 per day, 6kg per month
Amount of Tortillerías (tortilla shops) in the country: + than 50,000!
Now you might be getting the scoop! People up and down, right and left in the country consume massive amounts of tortilla, it’s part of our diet. This means that we buy lots of them. Tortillerías (shops) aren’t usually branded themselves; mainly because of traditional mexican businesses (one tortilleria per block, one bread shop per block, etc.), so historically there has been no need to have a branded tortillería.
Enter “Publicidad a Granel”; they get to work hand by hand with many of these shops and offer them the paper to wrap tortillas around with the only condition that they will be branded with someone else’s advertising on it. It’s brilliant! and it’s a great way to put into use something that is as common and deep in culture as tortillas are in Mexico into a fast business making idea!
Found via CNNExpansión Blog Barbarismos
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POSTED IN: advertising, innovation
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