Caso de éxito "Mamá Lucchetti": Entendiendo al consumidor de hoy

Fermín Paús and Martín Fernandez Molina
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Fermín Paús: Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.
Martín Fernandez Molina: Facultad de Ciencias Económicas. Universidad Nacional de La Plata. Argentina.

Revista Ciencias Administrativas (CADM), IIA, Universidad Nacional de La Plata, 2014, issue 3, No 6, 53-66

Abstract: Mama Lucchetti is a successful brand repositioning case that took place in Argentina in 2009. Through an extraordinary reading of the dominant values of this epoch, the brand Lucchetti coined the concept of modern mom, highlighting its imperfect nature and transforming the mom of advertisements into a real mom, a mom that assimilates without contradiction seemingly opposite elements. She deeply loves his family, but she also feels annoyed about some household activities. The brand has developed an efficient, harmonious and consistent repositioning campaign by appealing to a powerful cocktail of humor, cartoon characters and real family situations, which achieved extraordinary business results and a strong emotional connection with consumers.

Keywords: Branding; Mamá Lucchetti; Success Case; New Consumer. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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