The TriNa brand has been part of several generations. However, disinvestments in recent years have resulted in a loss of brand recognition among youth.
9 was challenged with repositioning the brand’s marketing strategy in 2014 by communicating with youth and young adults (aged 18-35). Based on an international position where life can be simple, natural and worry-free, we arrived at the concept of #desfruta.
All marketing was focused on the idea of enjoying life in a natural way, conveying this state of mind in the marketing materials created, in a relaxed manner, to engage the target audience. This new positioning was primarily focused on Facebook and points of sale.