Success ful case “MAMA LUCCHETTI”: Understanding the nowadays Consumer
Keywords:
Branding, Mamá Lucchetti, Successful Case, New Consumer.Abstract
Mama Lucchetti is a successful brand repositioning case that took place in Argentina in 2009. Through an extraordinary reading of the dominant values of this time, the brand Lucchetti coined the concept of modern mom, highlighting its imperfect nature and transforming the advertising mom into a real mom, a mom that assimilates without seemingly contradictions, opposite elements. She deeply loves his family, but she also feels annoyed about some household activities. The brand has developed an efficient, harmonious and consistent repositioning campaign, appealing to a powerful cocktail of humor, cartoon characters and real family situations, which achieved extraordinary business results and a strong emotional connection with consumers.
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