CASE STUDY / Product Launch
Tradición — the launch that lifted the whole category
DELIZIA · FMCG BOLIVIA · 2020—2022
SITUATION
I ran the Frozen category, about 60% of the portfolio and 15+ sub-brands. Growth was coming from price and distribution, which is the kind of growth that runs out. The category needed a reason for someone to pick it up who was not already reaching for it.
APPROACH
I had built a four-person team under my role with an insights analyst in it, and their job was to read what consumers actually said about our products rather than what we assumed. That reading became the brief. An in-and-out innovation strategy meant the launch could be bold without betting the year on it, and monthly launches after it kept the attention rather than spending it once.
RESULT
+24% net sales, +$340k, and back-to-back IICC awards, Most Innovative Dessert 2022 and Best Ice Cream 2023. The category strategy it anchored delivered +27% gross sales, +$10M, the following year.
- The brief came from consumer comments the team analysed, not from a category review.
- Led end to end personally: idea with Innovation, cross-area delivery, shelf, and in-store performance tracking.
- National press and unpaid influencer reviews, none of it bought.
- A halo effect that lifted traffic to the company's own stores and sales in other categories.
