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.
Estrella
Change one letter and create hundreds of headlines
STRATEGY / CAMPAIGN / PR / 360 COMMUNICATION

