LA VUELTA by Santo Buenos Aires for LA VUELTA

LA VUELTA

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Industry Non-alcoholic drinks
Media Design & Branding
Market Argentina
Agency Santo Buenos Aires
Creative Director Sebastian Wilhelm, Maximiliano Anselmo
Released October 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: COCA-COLA
Product/Service: LA VUELTA
Agency: SANTO
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: SANTO, Buenos Aires, ARGENTINA
Creative Director: Maximiliano Anselmo (Santo)
Creative Director: Sebastián Wilhelm (Santo)
Account Director: Ivana Bulic (Santo)
Account Excecutive: Florencia Spinetta (Santo)
Media placement: Gondola Shelving - Supermarket - 03/10/2010

Describe the challenges and key objectives
The packs were designed using as reference the fabrics worn by the ‘gauchos’ (Latinamerican cowboys) as ponchos. The designs come from the natives who inhabited this region in pre-colonial times.

Describe the brief from the client
The Coca-Cola Company wanted to compete on the ‘mate’ herb category and we were asked to develop a concept (values/pride) based on the cultural insights.

Describe how you arrived at the final design
In order to drink it, the herb is placed in a receptacle (the mate) where water is added and one drinks it with a special metal straw (bombilla). It’s a very old custom which consists of everyone drinking from the same receptacle. One person drinks it at a time, and then passes it on to the next person. This action of drinking and then passing the mate along in a circle is called 'la vuelta del mate' (“the mate round”). This ‘mate’ herb was launched in Uruguay by The Coca-Cola Company and it rapidly became one of the brands with the most ‘top of mind’ in the category.

Give some indication of how successful the outcome was in the market
This ‘mate’ herb was launched in Uruguay by The Coca-Cola Company and it rapidly became one of the brands with the most ‘top of mind’ in the category.