Campaña de lanzamiento para la marca de bebidas alcohólicas RTD "Empila"

This project aims to launch “Empila,” a ready-to-drink alcoholic beverage that offers an innovative blend of modern vodka and the traditional essence of chicha, creating a unique experience within the beverage market. Targeted at socioeconomic segments A and B, Empila appeals to consumers who value a healthy and practical lifestyle. The product is set to launch in October 2025 and will be distributed exclusively through indirect channels in Peru’s main cities: Lima, Arequipa, Chiclayo, Trujillo, and Cusco. The launch strategy seeks to achieve 50% brand recall and 8% market share by the end of 2025, guided by a bold yet achievable positioning and communication plan. Based on thorough market research, a graphic identity was developed to reflect the product’s essence, alongside an integrated advertising campaign. This campaign includes the creation of a compelling creative concept, a master ad piece, and a strategic media plan designed to maximize brand visibility and engagement across both digital and traditional platforms.

Name thesis:degree_name

Licenciado en Comunicación

Level thesis:degree_level

Título profesional

Discipline thesis:degree_discipline

Comunicación

Grantor dc:publisher

Universidad de Lima

Year dc:date.issued

2025

Authors dc:creator

• Baldeon Rojas, Joe Anthony
• Salazar Valencia, Daniela

Advisor dc:contributor.advisor

• Penny De Armero, Rafael

• Bebidas alcohólicas
• Campañas publicitarias

Statement dc:rights

• info:eu-repo/semantics/openAccess

Licence dc:rights.uri

• https://creativecommons.org/licenses/by-nc-sa/4.0/

Language dc:language.iso

spa

Handle dc:identifier.uri

https://hdl.handle.net/20.500.12724/23032

OAI identifier oai:identifier

oai:repositorio.ulima.edu.pe:20.500.12724/23032