What do you do when the main competitor owns 92% of the cheese snack segment? That’s what Estrella asked us before launching their new products. Historically, every time Estrella advertised their cheese snacks – the main competitor saw a bump in sales. It was clear that for consumers cheese snacks = a different brand. Not Estrella. We needed to change that. So we did a small but significant action – we changed the name Estrella to Ostrella, to highlight the cheese (ost) in our brand and products. And people went, well, crazy to say the least.