September 2010
Intermediate to advanced
192 pages
5h 8m
English
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CASE STUDYNoggy
Chocolate Change
DESIGN: LATIN BRANDQUITO, ECUADOR
“IN COLOMBIA, MANY GROCERIES AND SMALL SHOPS HAVE A PECULIAR CUSTOM: They use Noggy as change when the shopkeeper doesn’t have spare pennies, and everyone happily accepts,” says Silvio Giorgi of Latinbrand.
Ferrero, the global chocolate and confections maker that produces Rocher, Tic Tac, and Nutella—everything from gourmet bonbons to the famous rattling breath mints—knows how to match a product to a market. “That is why they produce Noggy chocolate here. It is a very well-known brand in Latin America,” says Giorgi.
In December 2007, Noggy approached Latinbrand in Quito, Ecuador, for assistance. Latinbrand did their homework: research showed that the brand’s messages were not ...
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