dulce /
a strategic communication project
task
Choose a product (drying rag or caramell creme)
Create a brand and communication strategy from scratch
execution
We created a complete brand identity for a south american spread including origin, vision, mission, and values. We positioned the product in the market, incorporating different kinds of market analysis (incl. benchmark, swot, benefit). We ultimately sketched out the necessary media tools for an integrated communication strategy.
brand identity
MORELOS is a manufacturer of Mexican spreads and confectionery. We see it as our task to share the taste and positive attitude towards life, associated with Latin American culture with our consumers.
With our first product, DULCE, we want to bring the serenity of Latin American culture closer to the consumer with aspects such as pleasure, spontaneity, joy, zest for life, and sociability.
We want to offer the German consumer an escape from the grey everyday life. We encourage him through DULCE to mindfully enjoy moments on his own or share the joy in company.
origin
MORELOS and DULCE were founded in June 2018 by Jan Boroewitsch and Harrison Kodjo Geiger. We both spent 4 to 6 months, in Mexico and fell head over heels in love with this incredible country. The first time we came across Dulce de Leche was when we were invited for coffee at a Mexican "abuelita", in the state of Oacaxa. Since then the liquid gold has been irrevocably linked to the hospitable mindset of the Mexican culture.
Back in Germany, after a few months, gloomy wanderlust set in. In nostalgic conversations we reviewed the past stay abroad and remembered this magical moment of real closeness to strangers.
We have decided to bring the Mexican way of life to Germany with DULCE and share the warm hospitable feeling we felt in countless encounters with our Mexican friends with german consumers .
"Past is history, future is a secret, and every moment a gift."
our vision
With DULCE we want to give people the chance to switch off and enjoy. We want to encourage people - in times of self-optimization - to ignore stress and social pressure. We want to change how people consume their breakfast, by introducing them to a different culture with different values.
our mision
Our mission is to provide German households with high quality and authentic Mexican sweets. We want to make the morning and the day for all German gourmets and lovers of pleasure.
our values
Quality Authenticity Openness
Benchmarking Nutella's communication
We are entering a highly competitive market. For decades, brands like Nutella have been in the minds and kitchens of many German consumers. We want to challenge the established brands! However, we want to distinguish ourselves consciously from Nutella and Co. Therefore we have taken a closer look at the positioning of Nutella.
Nutella deliberately addresses families and founded the so-called Nutella Family for past campaigns. It addresses people who are in the family everyday life, married, have two growing children and ideally also own a dog. All other segments of our colorful society are not directly addressed by Nutella.
With DULCE we want to address a large part of the pleasure-seekers directly. We want to address potential consumers who are likely to consume Nutella but who are not represented in Nutella's communication.
We want to address three different target groups.
Regarding to an analysis of the sinus milieus, three different target groups in particular turned out to be very interesting. People from the Adaptive-Pragmatic Milieu, the Expeditive Milieu as well as the Hedonistic Milieu overlapped strongly with our basic ideals in their perception of life and attitude towards enjoyment and indulgence.
adaptive-pragmatic mil.
Sandra is 32 years old, has been living in Munich for 3 years and is a senior executive with a Munich-based automotive supplier. She earns about 3.000€ gross per month. Sandra would describe herself as determined and pragmatic. She likes to feast and tries to relax as intensively as possible during her vacations in resorts.
expeditive milieu
Moritz is 21 years old and is in the second semester of his product design studies at the Berlin University of the Arts. He has a progressive way of life. Moritz is especially interested in discussions about design and travel. His love for meaningful conversations move him to meet mostly with his friends and relatives in somewhat quieter surroundings. So he likes to brunch, cook and bake.
hedonistic milieu
Michael loves to live in the moment and although he never plans anything, he is always busy. He is still living in a dormitory at the age of 28 and experiences it in all its facets. He studies German language and literature in his 13th semester, completed 2 of them in Colombia and has a strong aversion to "the system". He has a monthly budget of about 800€ per month.
SWOT analysis
Germany is a global and open country and has a high interest in other, especially Latin American cultures. We want to use this advantage in marketing and position ourselves as an authentic Latin American product. In addition, we use the motives of indulgence and hedonism to relativize our products sugar content.
We position ourselves as a joyful Mexican delicacy.
We use the positive image south american culture offers and combine it with the sweet taste of our product offers. The result is a positive joyful product, perfect for the sweetest moments in everyday life.
Benefit analysis
DULCE has two different functional benefits. On the one hand, its spreadability makes it perfect for use as a spread on bread. On the other hand, DULCE is also perfectly suited for baking.
DULCEs positive psychosocial value, stems from the symbiosis of marketing communication and it’s sweet scrumptious taste. DULCE is supposed to be a symbol for the sweet and cheerful sentiment of Mexicos people including: Joy of life, hospitality, enjoyment, pleasure, cheerfulness, sociability.
designs by Jan Boroewitsch
Joy in a Jar
Logo, color selection and packaging design
The aim of the design is to capture our connection to Mexico and embrace the lush "Mexican way of life". The consumer should clearly recognize this visualization in the design. The logo is composed of the lettering DULCE (Spanish: sweet) and a palm tree implemented in the lettering and positioned on the L.
Palm trees are inevitably associated with vacations and thus with lightness, openness and hedonism. DULCE works with this association, in order to promote vacation feelings in the customer and the associated tendency for self reward. But our goal was also to focus on Mexico. Therefore we decided to use the colors of Mexico in a modified form. The red and the green bar can be seen as a frame, but they are also an abstraction of the Mexican flag rotated by 90 degrees. All parts of the flag are exchanged by similar elements. The red and the green are deliberately replaced with less saturation chosen to emphasize the aspect of lightness . White was combined with a light beige and the Mexican coat of arms has been replaced by our logo.
Communication goals
The first campaign, primarily focusses on raising the awareness of our product with the relevant target group. We want to do that, while explaining psychosocial as well as the functional product benefits. In the course of our first big communicational effort we want to raise the awareness of the product with our target group to 50% nationwide.
1. social media touchpoints - No marketing but interaction.
The goal is to communicate the corporate identity to the user via social media. Interesting posts are to be used to create interactions and thus attract attention. The MORELOS office building has a kitchen that is used to pre-bake creative recipes and encourage people to use our product for baking themselves.
2. Editorials and Influencers - bake it better with Dulce !
Baking is combines of creativity and skill. Whether simple or virtuoso, we want to find out how DULCE can be creatively used as a treat for a coffee break or a birthday! We want to encourage German baking-influencers and already established baking magazines to create something delicious with DULCE.
3rd online video campaign - DULCE is your joy
A large-area video campaign is to be placed with the relevant target group via YouTube, Instagram and Facebook. The goal is to further intensify the traffic on our own pages and to make consumers familiar with our product. The product is presented in an emotional way as a spread. The advertising video should capture how DULCE helps you to enjoy the dearest moments of life.
4th instagram measures- the DULCE bake-off!
The goal of this measure is to get our followers to process the product creatively! Thereby we now want to focus on the aspect of sharing. We use an Instagram baking-challenge where creative and especially delicious recipes from our followers are rewarded with a Mexican feast package - filled with brunch and party products as well as MORELOS merchandise and DULCE. We hope that this will lead to more interactions. The ideas will be shared via the hashtag #dulcedeleche #backchallenge to make our product easy to find for Dulce de Leche fans.
5th product samples- haven’t tried it yet? This is what joy tastes like!
After an evaluation of the target group, potential consumers are brought now confronted with the product in their local supermarket. Here they have the opportunity to try the product and be personally convinced by the unique taste.
6th poster advertising - every day again a pleasure!
Finally, based on the target group analysis, intensive poster advertising is to be placed again in particularly promising regions. In this way, we want to keep the loss of circulation particularly low and acquire a customer base. In particular, consumers who have already come into contact with the our advertising should be reminded and motivated to try it, through retargeting. In addition, we also want to encourage customers who have already tried DULCE to feast with DULCE.
brand book
