In an effort to send a message of hope and support amid the COVID-19 quarantine, traditional Colombian food company Ramo changed its name to inspire consumers during these challenging. The band renamed several of its staple products name to 'Pa 'lante', 'Abrazo', 'Ánimo' and 'Unidos', which translate to 'Do not slow down,' 'Embrace,' 'Courage,' and 'United,' respectively. Alongside these changes, the campaign also includes the tagline 'Today more than ever, each word of hope unites us as a country.'
The campaign has already been well received across various platforms as consumers praise the brand for its positive intent and sense of community. During times of uncertainty, consumers are looking to brands to showcase their compassion and support for the community and inspirational campaigns like Ramo's latest will undoubtedly win consumer loyalty and gain brand awareness.
Pandemic-Supporting Snack Rebrands
Food Company Ramo Changes Its Name to Send a Message of Hope
Trend Themes
1. Positive Messaging - Brands can showcase their compassion and support for the community through uplifting campaigns geared towards customers during times of uncertainty.
2. Localized Marketing - Localized marketing is an effective strategy for brands who want to win consumer loyalty and gain brand awareness through uplifting messaging during challenging times.
3. Rebranding for Hope - Brands can rebrand their products for hope and inspiration during challenging times to showcase their commitment to uplifting customers while gaining consumer loyalty.
Industry Implications
1. Food and Beverage - The food and beverage industry can adopt similar strategies to Ramo and inspire consumers through uplifting messaging in product rebranding during the pandemic.
2. Marketing and Advertising - The marketing and advertising industry can highlight the effectiveness of localized marketing and positive messaging in uplifting campaigns during times of uncertainty.
3. Consumer Goods - Consumer goods industry can leverage rebranding for hope strategy to showcase their commitment to consumer welfare and gain brand awareness during challenging times.