{"id":1841,"date":"2020-11-29T14:20:00","date_gmt":"2020-11-29T17:20:00","guid":{"rendered":"http:\/\/18.228.156.244\/latcom\/?p=1841"},"modified":"2024-07-01T12:42:50","modified_gmt":"2024-07-01T15:42:50","slug":"gran-lanzamiento-de-ala-liquido-en-argentina","status":"publish","type":"post","link":"https:\/\/latcom.com\/latcom\/gran-lanzamiento-de-ala-liquido-en-argentina\/","title":{"rendered":"Gran lanzamiento de ALA l\u00edquido en Argentina"},"content":{"rendered":"<style>.elementor-1841 .elementor-element.elementor-element-e3f5c01{--display:flex;--flex-direction:row;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:100%;--container-widget-flex-grow:1;--container-widget-align-self:stretch;--flex-wrap-mobile:wrap;--align-items:stretch;--gap:0px 0px;--row-gap:0px;--column-gap:0px;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:10px;--padding-bottom:5px;--padding-left:0px;--padding-right:0px;}.elementor-1841 .elementor-element.elementor-element-e3f5c01:not(.elementor-motion-effects-element-type-background), .elementor-1841 .elementor-element.elementor-element-e3f5c01 > .elementor-motion-effects-container > .elementor-motion-effects-layer{background-color:#00294F;}.elementor-1841 .elementor-element.elementor-element-e61d943{--display:flex;--justify-content:center;--align-items:center;--container-widget-width:calc( ( 1 - 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var( --container-widget-flex-grow ) ) * 100% );}.elementor-1841 .elementor-element.elementor-element-710ff13{--width:100%;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1841\" class=\"elementor elementor-1841\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e3f5c01 e-con-full e-flex e-con e-parent\" data-id=\"e3f5c01\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-e61d943 e-con-full e-flex e-con e-child\" data-id=\"e61d943\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d95e87b elementor-align-center volver-atras elementor-widget elementor-widget-button\" data-id=\"d95e87b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-pop\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">&lt;&lt; Volver<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d78349d e-con-full e-flex e-con e-child\" data-id=\"d78349d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3dc3386 elementor-widget elementor-widget-jkit_post_title\" data-id=\"3dc3386\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_post_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-post-title jeg_module___69e86091aebe9\" ><h2 class=\"post-title style-color \">Gran lanzamiento de ALA l\u00edquido en Argentina<\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-710ff13 e-con-full e-flex e-con e-child\" data-id=\"710ff13\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e5e05f5 e-flex e-con-boxed e-con e-parent\" data-id=\"e5e05f5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-d632a08 e-con-full e-flex e-con e-child\" data-id=\"d632a08\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3613440 elementor-widget elementor-widget-jkit_post_featured_image\" data-id=\"3613440\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_post_featured_image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-post-featured-image jeg_module__1_69e86091af527\" ><div class=\"post-featured-image \"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"597\" src=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-1024x597.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"\" srcset=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-1024x597.jpg 1024w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-300x175.jpg 300w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-768x448.jpg 768w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" title=\"\"><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-40b9913 elementor-widget elementor-widget-text-editor\" data-id=\"40b9913\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>El gigante multinacional Unilever confi\u00f3 en LATCOM para realizar una campa\u00f1a OOH en Argentina con el objetivo de comunicar el lanzamiento del nuevo producto Ala L\u00edquido para diluir.<\/strong><\/p><p>La pandemia de COVID-19 cambi\u00f3 la normalidad del mundo como lo conoc\u00edamos en t\u00e9rminos econ\u00f3micos, pol\u00edticos y sociales, impactando tambi\u00e9n en los h\u00e1bitos de consumo durante la cuarentena debido a la crisis econ\u00f3mica que se atraviesa. Esto no pasa por alto en las grandes marcas, que se ven obligadas a repensar sus productos y estrategias de lanzamiento para generar una mejor comunicaci\u00f3n con sus clientes.<\/p><p>Teniendo en claro este contexto, Unilever confi\u00f3 en Latcom para comunicar el lanzamiento del nuevo Ala l\u00edquido para diluir, con el objetivo de lograr posicionamiento y preferencia de marca en la regi\u00f3n y direccionar a los consumidores a los puntos de venta, como tiendas de cercan\u00eda, Hiper y supermercados. El foco estuvo puesto en un p\u00fablico target de hombres y mujeres de 25 a 60 a\u00f1os, de NSE C3 y la comunicaci\u00f3n se realiz\u00f3 en C\u00f3rdoba, Mendoza, Rosario, en el NOA (Salta y Tucum\u00e1n) y NEA (Chaco, Misiones, Entre R\u00edos).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38e71ec elementor-widget elementor-widget-image\" data-id=\"38e71ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-1.jpg\" class=\"attachment-large size-large wp-image-1843\" alt=\"\" srcset=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-1.jpg 800w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-1-300x225.jpg 300w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-1-768x576.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-74e7c5f elementor-widget elementor-widget-text-editor\" data-id=\"74e7c5f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La campa\u00f1a se desarroll\u00f3 con un mix de medios Outdoor, a trav\u00e9s de grandes formatos, formatos medios y digitales, en zonas de gran concentraci\u00f3n, privilegiando el esquema de tramos por donde se traslada el target seg\u00fan cada ciudad. Tambi\u00e9n se utilizaron soportes t\u00e1cticos como s\u00e9xtuples y carteleras en las principales avenidas, generando reconocimiento de marca en las zonas cercanas a los puntos de venta.<\/p><p>Para desarrollar una s\u00f3lida comunicaci\u00f3n estrat\u00e9gica, Latcom llev\u00f3 a cabo un detallado trabajo de Research que permiti\u00f3 identificar con mayor precisi\u00f3n la audiencia a trav\u00e9s de m\u00e9tricas de comportamiento, perfil psicogr\u00e1fico, sociodemogr\u00e1fico y publicitario. Al finalizar la campa\u00f1a se realiz\u00f3 un post testeo para evaluar la visibilidad y niveles de awareness, arrojando el valioso dato que 7 de cada 10 encuestados declararon haberla visto fuera del hogar.<\/p><p>Unilever conf\u00eda en las ventajas del nuevo jab\u00f3n l\u00edquido Ala para diluir, siendo hasta 20% m\u00e1s econ\u00f3mico y obsequiando un botell\u00f3n de 3 litros en la primera compra para que los clientes tengan el envase para su preparaci\u00f3n.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6242131 elementor-widget elementor-widget-image\" data-id=\"6242131\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"600\" src=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-2.jpg\" class=\"attachment-large size-large wp-image-1844\" alt=\"\" srcset=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-2.jpg 800w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-2-300x225.jpg 300w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/great-launch-of-liquid-ala-in-argentina-2-768x576.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca796f1 elementor-widget elementor-widget-image\" data-id=\"ca796f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"600\" 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