Two Anchors (Dos Anclas) stands as the iconic leading salt brand in Argentina. However, in recent years, the company embarked on an ambitious growth plan in the oils, spices, seasonings, and sauces market, envisioning a transformation into a flavors-focused company. Several years ago, we were called upon to strategize the launch of various advertising campaigns to facilitate this transition.
Our primary focus was on crafting creative pieces that, despite having a notably smaller budget compared to other brands in the mass food segment, effectively communicated Dos Anclas’ new positioning as a flavors-focused brand. We began referring to it as “Sabores Dos Anclas” (Two Anchors Flavors) and embarked on a series of comprehensive campaigns (TV, Radio, Digital, Point of Sale) for their launches of sauces, spices, sweet sauces, and institutional efforts.
In recent years, we’ve partnered with DOS ANCLAS in developing a comprehensive brand strategy: transitioning from a company closely tied to a single product to one intricately linked with the realm of flavors and cuisine. Through our Digital, Audiovisual, and Radio actions, we amplified the company’s growth trajectory.
The company achieved substantial expansion within these new categories, repeatedly outperforming stock expectations with each launch. This shift propelled DOS ANCLAS to be recognized as more than just a salt brand, marking a significant step forward in its brand perception.