{"id":2036,"date":"2026-08-11T12:57:36","date_gmt":"2026-08-11T17:57:36","guid":{"rendered":"https:\/\/camilocaicedo.com\/?p=2036"},"modified":"2026-08-11T15:07:04","modified_gmt":"2026-08-11T20:07:04","slug":"brands-bought-vs-remembered-premiumization-latam-2026","status":"publish","type":"post","link":"https:\/\/camilocaicedo.com\/en\/hay-marcas-que-se-compran-y-marcas-que-se-recuerdan-en-las-categorias-masivas-esa-diferencia-no-esta-en-el-producto\/","title":{"rendered":"There are brands you buy and brands you remember. In mass-market categories, that difference is not in the product.\u00a0"},"content":{"rendered":"<h2 class=\"wp-block-heading\">The Latin American consumer is choosing with more intention&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In Latin America, consumers are migrating toward the extremes: premium brands or private labels. Mid-range brands are losing relevance in almost all markets.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Stocking purchases have driven 30.1% growth in premium products in the region. Argentina, Ecuador, and Colombia lead the way in the penetration of premium products in the mass market.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">McKinsey found that in food and beverages, segments associated with health, functionality, and premiumization grow at least 200 basis points above their category averages.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">This figure confirms something I have observed for years: even in the most everyday products, the consumer recognizes when a brand adds meaning to their choice.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For Trade Marketing and brand teams designing in-store activations in LATAM, this has a direct implication: the experience around the product can premiumize brand perception without touching the price. And in a polarized market, that distinction can be the difference between gaining market share or losing it to private labels.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Price generates movement. Experience builds preference.&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In mass consumption, promotion fulfills a specific function: it facilitates trial, accelerates rotation, and helps gain presence in the basket.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Experience fulfills a different function: it builds perception, connection, and memory.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">According to McKinsey, between 2024 and 2025, sales of consumer goods in the region rose from US$1.44195 trillion to US$1.44221 trillion. During that period, premium brands increased their share of consumer spending by 1.3 percentage points. 50% of consumers are seeking personalized products and services, and authenticity drives brand loyalty.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The consumer is choosing with greater intent. That is why premiumizing can also mean designing a better experience.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to snacks, the experience begins before the first bite. Temperature, aroma, texture, the sound of opening the package, the way the product is presented, and the ability to choose a combination all alter perception.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u00abThe sample can keep the same size. What changes is the meaning. A sample can also become a ritual.\u00bb&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When sampling has an intentional design, the consumer receives more than just a free product. They discover a reason to look at it, interpret it, and remember it differently.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For Trade Marketing directors designing point-of-sale activations, this distinction is critical: the exact same sampling budget can generate a transaction or it can generate a memory. The difference lies in the design of the experience around the product.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Three brands that explain the how&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>KitKat&nbsp;<\/strong>turn the break into a cultural experience&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">In Mexico and Brazil, KitKat took its partnership with Formula 1 to fan zones, promotions, limited editions, and point-of-sale experiences. The brand connected its historic ritual of taking a break with the energy and collective passion of motorsport.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">KitKat kept the product at the center, but expanded the meaning of consuming it. The break became a way to participate in a shared passion.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Learning for Trade Marketing: an activation that connects the product with a shared cultural identity does not need to convince the consumer to buy. It is already part of something they want to belong to.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Oreo and Coca-Cola: C<\/strong>turn the test into social interaction&nbsp;<\/h4>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The brands created limited-edition products and an experience with Spotify. By scanning a QR code, two people could compare their musical tastes and generate a shared playlist.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The emotional mechanism was precise: sensory surprise awakened curiosity, music and friendship expanded the experience. The product ceased to be an individual moment and became the beginning of a social interaction.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For B2B brands designing activation experiences in distribution channels or trade shows, the logic is the same: when the product facilitates an interaction between people, the memory of that interaction becomes associated with the brand. No digital ad campaign can achieve that.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Jet chocolates:&nbsp;<\/strong>turn packaging into discovery&nbsp;<\/h4>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For the Colombia Sorprendente album, Jet held 36 workshops with nearly 100 young Colombians and incorporated augmented reality, videos, and content about culture, nature, and gastronomy.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Every chocolate bar preserved the ritual of opening, discovering, collecting, and trading, while strengthening the connection to the country's identity. Throughout its history, Jet has distributed more than 24 million albums and 10 billion trading cards.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A mass-consumption unit became a gateway to knowledge, family conversation, and collective memory.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Premiumizing is also elevating meaning&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Premiumization can arise from better ingredients, new formats, or functional benefits. It can also be born from an intentionally designed experience.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A brand elevates its value when the product represents something more: a pause, a friendship, a discovery, or a cultural connection.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Price can make the choice easier. Emotion helps that choice stay.&nbsp;<\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The diagnosis is in what remains&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">I propose evaluating each brand from three moments:&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Before trying it: what expectation does it create?&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>During consumption: what sensation does it design?&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>After the purchase: what remains in memory?&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When those three answers are consistent, the point of sale ceases to be merely a distribution space and becomes a space for value creation.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Authenticity and self-expression drive brand behavior and loyalty in 2026. In mass categories, scale generates presence. Emotion turns that presence into preference.&nbsp;<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The strategic decision consists of defining what the brand wants to make people feel and what memory it wants to occupy in people's daily lives.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>El consumidor latinoamericano est\u00e1 eligiendo con m\u00e1s intenci\u00f3n&nbsp; En Am\u00e9rica Latina los consumidores est\u00e1n migrando hacia los extremos: marcas premium o marcas propias. Las de gama media pierden relevancia en casi todos los mercados.&nbsp; Las compras de abastecimiento han generado un crecimiento del 30.1% en&#8230;<\/p>","protected":false},"author":1,"featured_media":2067,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marcas que se compran vs. marcas que se recuerdan: experiencia y premiumizaci\u00f3n en LATAM 2026 | Camilo Caicedo<\/title>\n<meta name=\"description\" content=\"Las marcas premium crecen 30% en LATAM mientras las de gama media pierden relevancia. 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