STRATEGY

To make the brand stand out in a segment driven by attributes like price and quality, we identified a path that only Betânia could take: its origins. After interviews with executives and clients and a deep immersion in the world of the people of Northeast Brazil, it became clear that the connection between this brand and the consumer would come from valuing the rich local culture. A culture of those who have faith in work, who value simplicity as a means of generating empathy, who are entrepreneurial by nature, and who see family as the starting point for dealing with the adversities of daily life. All of this is summarized in the essence of this brand: courage that comes from milk.

PORTFOLIO

To address the other challenges, we identified that the most appropriate portfolio strategy would be to focus efforts on a strategic brand (Betânia) and a combat brand (Jaguaribe), both under the coordination of a corporate brand (Betânia Lácteos). In this way, we organized the company's offering based on a corporate brand that already embodies the company's specialty in its name, represented by two brands that cater to different audiences with different messages, but always generating value from a single purpose: to value the Northeastern Brazilian family, nourishing the body and inspiring the heart.