Coffee · LATAM Alliance
Juan Valdez — Case Study
Adapting a global Hershey's × Juan Valdez alliance for every LATAM market.
International Marketing Intern · 2017 — 2018 · Bogotá
LATAM
Markets Adapted
2
Iconic Brands Aligned
Ventino
Brand Ambassadors
Challenge
Translate a co-branded campaign with Hershey's into LATAM markets without diluting either Juan Valdez's heritage or Hershey's identity.
Approach
- 01Adapted master campaign assets for each LATAM market
- 02Partnered with Ventino as brand ambassadors for the launch
- 03Coordinated with international distributors and franchise partners
- 04Maintained brand-consistency guardrails across two global brands
Outcome
Delivered a coherent regional rollout of the alliance across LATAM stores and digital channels, anchored by the Ventino ambassadors campaign.
Tools
Brand GuidelinesTrade MarketingPerformance Tracking