PATY DEL VALLE by Starcom Mexico for Del Valle

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PATY DEL VALLE

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Industry Juice
Media Promo & PR, Case study
Market Mexico
Agency Starcom Mexico
Director Fernando Arzate
Creative Director Charo Fernández
Producer Samuel Rosete
Released September 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: COCA-COLA
Product/Service: DEL VALLE JUICE
Date of First Appearance: Sep 6 2010
Entrant Company: STARCOM MEDIAVEST GROUP, Mexico, MEXICO
Entry URL: http://www.youtube.com/user/Adesayunar#p/u/5/ZefWCsR_f5Y
Content Development Manager: Rafael Ojeda (The Coca-Cola Company)
Del Valle Connection Planning Manager: Layla del Razo (The Coca-Cola Company)
Del Valle Connection Planning Coordinator: Fernanda Zabalgoitia (The Coca-Cola Company)
Creative Director: Charo Fernández (Charo)
Director: Fernando Arzate (Postal)
Producer: Samuel Rosete (Cluster Studio)
Media Planning Director: Miguel Moguel (Starcom)
Del Valle Media Planning Coordinator: Beatriz López (Starcom)
Advertainment & Creative Director: Axel Aldana (Starcom)
Advertainment & Creative Director: Rodrigo Rodríguez (Starcom)
Media placement: Magazines - Magazine Covers "Paty Del Valle" - September
Media placement: TV Serie - Tv Serie "La Familia Del Valle" - September
Media placement: Web - Youtube Channel "La Familia Del Valle" - September
Media placement: TV Tips - Nutrition Tips "Paty Del Valle" - September

Insights, Strategy & the Idea
The goal for DEL VALLE was to become a nurturing and life-boosting symbol that would differentiate them from other packed juices that weren’t view as nutritious breakfast drinks. Moms still rely on serving fresh squeeze 100% juice to nurture their children’s growth. Keeping their family healthy was a Mom’s most important job. We convinced Moms that DEL VALLE was in fact the ally of choice in nurturing children into becoming healthy adults. We created Patty del Valle, a Mom’s trusted friend, who could help her with healthy tips for the whole family. Now Moms could spend less time preparing and more quality time with family. The idea closed the gap between Moms and DEL VALLE, cementing the brand as the ‘nutrilicious’ product that allowed Moms to stay true to her caring traditions. DEL VALLE now had a clear differentiation among the packed juice category as the preferred fruit-based natural juice.

Creative Execution
DEL VALLE created a brand character, “Paty Del Valle,” a mom and nutritionist expert whose priority is to offer tips on wellness, nutrition and care for her family. Paty became an instant celebrity, appearing on magazine covers and TV Shows, sharing nutritional tips for Mexican Moms.

Paty was also featured on ‘La Familia del Valle” shows -the first Mexican custom content animated TV & Web Mini-Series. The episodes show Paty as a regular Mom with the usual concerns and same every day challenges that Mexican Moms face. Every episode is an entertaining adventure for Paty to demonstrate her creativity, imagination on how to have a ‘nutrilicious’ breakfast with DEL VALLE.

Paty illustrates how she cares and listens to her family concerns. Paty advises her daughter Sandy on love, convinces her son Nico to have breakfast before playing soccer, and takes Dad and Molotes, their talking dog, on the breakfast adventures.

Results and Effectiveness
Sales increased 62%! Paty Del Valle and her family won the hearts of Mexican Moms and families by increasing brand love to 15.4%. Brand health attributes were also affected positively: “For someone like me” increased to 19%, “My favourite brand” increased to 18% and the “is made with natural fruit” attribute increased 5.4%.

The results along with high consumer demand have the Family del Valle go into a second season production for 2011. The activation has also crossed geographical boundaries and Paty will be introduced to Moms in Peru & Argentina.