Sonsoneña is one of the most traditional brands in Medellín and is the leader in the arepas category in the traditional channel throughout the Aburrá Valley. With 22 years of history, it has positioned itself as a brand synonymous with quality that can be found in practically every store in the city.
The company’s management presents us with the challenge of helping them modernize their brand with two main objectives: to consolidate their leadership position in the traditional channel and to begin to pave the way for their entry into the modern channel, which is governed by very different dynamics.
Through a research exercise, we understood the variables for which Sonsoneña was preferred in the traditional channel and, once clear, we promoted them through its new brand and communication on its packaging.
We maintained the natural and traditional origin of the brand, providing it with more modern visual codes in tune with what was happening at that time in the category within the modern channel.
In the report for the first half of 2022 from Tienda Registrada, a company that monitors sales in stores nationwide, you can see Sonsoneña’s leadership in the category of arepas in the traditional channel and also that it is one of the 10 brands best sellers in Medellín stores among products of all categories.