Public Relations strategy is one of the most powerful sources in the earn media analysis, I argue this based on this analysis that I was thinking related to one of my favorite topics in my life, ice cream.
In 2018 Mimo´s, one of the most important Colombian brands of local ice cream launched a mixer and shake with chocoramo, one of the most important cakes in the culture because it has been in family’s legacy.
This product passed without too much importance , caught the attention of few media talked about this, it was perceived as a Colombian cross branding for Colombians to Colombians. Instead of that McDonald’s recently made a Chocoramo Mcflury that caught attention in all news, memes, and has an impact in sales.
We always seek to be close to the consumer. And when we talked to them, one of the things they wanted is a Chocoramo McFlurry´ said Héctor Orozco, CEO of Arcos Dorados, the company that operates the McDonald’s franchise in Colombia.
In this kind of cross-branding is interesting to see the way that the business takes the cultural factor making this launching and the way that this cross-branding between McDonald’s and Chocoramo has been successful.
In this case, McDonald’s benefits the Colombian buyer by exploring the habits of the consumer, had insights around Colombian childhood and the relation with Chocoramo, and their likes for dessert, and they crossed with the legendary Ramo. After that, they launch the product and make noise in all media, people talk about that and make memes and this product will be able until October 31st.
All in all, the way that a buyer persona is built, developed, and launched is always a key to sales performance success.
TOPIC: Brand: Buyer Persona (How businesses benefit from buyer personas?)
