Guallarauco
Empowering a beloved local brand with a strategic path for growth.
The Tension
After its acquisition by The Coca-Cola Company, Guallarauco faced a new reality: evolving from a beloved, family-rooted brand into a scalable business.
While rich in heritage and product quality, it had grown organically and lacked the strategic structure needed to scale within a global system.
The Underlying Truth
The brand’s strength wasn’t just in what it offered, but in how it was experienced.
Guallarauco isn’t just about fruit, but about awakening senses. A brand that invites people to feel, taste, and experience more fully, in a category reduced to function.
The Strategic Approach
As part of the strategic lead, we redefined Guallarauco, establishing a clear brand strategy and translating it into a structured portfolio strategy. This meant defining a clear purpose - “asombrar los sentidos” -, and organizing the offer into distinct pillars, each anchored in a specific need and experience. It also guided the evolution of the brand’s expression, bringing a more contemporary, vibrant identity aligned with its sensory core.
Impact
Together, these elements turned a fragmented offer into a cohesive system that opens up new spaces for growth.
The result was a brand equipped for its next stage: clearer in its role, more coherent in its offer, and with the foundations for portfolio expansion and innovation.
THIS PROJECT WAS BUILT IN PARTNERSHIP WITH LANDOR.
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