+2%

PERU
THOUGHT LEADERSHIP
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
BUILDING
MEANINGFULLY
DIFFERENTIATED
BRANDS IN PERU
Consumers are more informed and more
connected, and have therefore become more
demanding, in search of experiences and
innovations. Likewise, exposure to global media
and content has refined their needs – the
conscious ones and unconscious ones – creating a
different relationship with brands, strengthening
the bonds with those that make them feel
recognized or that offer new value proposition.
Consumers are wide awake – or at least this is
how we perceive them. This transformation has
led consumers to go beyond wanting affordable
prices and appealing promotions, to different
and meaningful experiences that link them
emotionally to brands.
JEANETTE YAÑEZ PAJUELO
Account Group Director
Millward Brown, Peru
Jeanette.Yanez@millwardbrown.com
In addition, new segments are
becoming important. Today,
young people – and women in
particular – are key to many
categories, so that addressing
them and positioning brands as
desirable has become crucial.
These changes are not alien to
the traditional and highly valued
category of beer. During the
past year we have witnessed
increased activity, with the
entry of new brands and the
emergence of a still small – but
with high media presence - set
of traditionally brewed beers,
especially in Peru.
ARE LARGE BRANDS
STILL LARGE?
We have seen that the beer category
remains one of the strongest in the
ranking, holding some of the top
positions. In Peru, consumers mainly
prefer Cerveza Cristal, “la cerveza de
los peruanos” (“Peruvians’ beer”), and
Pilsen Callao, “el sabor de la verdadera
amistad” (“the taste of true friendship”).
Both brands have solid bonds with
Peruvian consumers, but throughout
this year we have observed two
different approaches. Cerveza Cristal
has maintained its value on the
basis of its market leadership and
its association with something that
triggers strong passions – football.
Meanwhile, Pilsen Callao has gained
importance. The oldest beer in
Peru continuously rejuvenates itself
through ongoing innovation in terms
of image and experiences offered to
consumers, communicating freshness
and reinforcing its association with
true friendship. In this ever-changing
environment, it is worth highlighting the
work done by both brands, which have
managed to keep strong and valid bonds
with their consumers.
But beer is not the only category
showing important modifications this
year. Banks have also been able to
find a key factor to trigger closeness
with consumers. Their campaigns
have sought to generate an emotional
relationship with their target audience,
focusing on their understanding and
identification with users’ difficulties.
This is the category at the head of the
ranking, with a total of 15 brands –
noteworthy, right?
Interbank has launched a campaign
focused on saving that connects with
viewers, as if talking to a friend, making
them feel they really understand what it
means to save and live with restraint in
order to achieve a goal.
The leader, Banco de Crédito del Perú,
works on different points of contact
with its customers, presenting itself as
constantly concerned with their needs,
offering them special products, this is
interpreted as closeness.
A key element of this understanding
is seen in how brands communicate
with consumers. Today communication
takes place not only through traditional
media, such as television, but through
different formats – customers are now
multi-screen and connected for about 8
hours a day.
WHAT CAN WE LEARN
FROM THESE BRANDS?
To listen to consumers, for they are
the ones in control. Listening and
then acting creates meaningfully
differentiated brands. Reinvention and
innovation are also critical elements
in provoking the loyalty and/or love
that consumers rely on when making
a decision. The key is getting close to
consumers, being present at important
moments, making them identify with
the brand. Brands must be part of their
consumer’s lives, accompany them,
be an ally in their adventures, so that
consumers feel proud to be users.
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