Extreme Makeover: Tamariz

Tamariz’s remarkable journey from obscurity to becoming a prominent regional brand, celebrated for its local pride and recognition.

Setup & context

In 2018, Grupo Maulec, the third-largest milk producer in Mexico, faced a challenge: while it owned the popular milk brand “Tamariz”, it struggled to achieve market relevance.

The challenge & problem PROCESS

Over the subsequent moths, my team and I embarked on a transformative journey to reimagine the brand and align it with its core values. Our objective was to connect with a targeted audience and gain market share.

We redefined the brand identity, leading to a more strategic product categorization. By emphasizing Tamariz’s values and its origin in Puebla, Mexico, we positioned the brand as a local icon.

Launch, impact, results

Only a few months later, Tamariz had already undergone a comprehensive branding overhaul. We launched this overhaul in a 360-degree campaign that included outdoor advertising (OOH) presence in Puebla and the southeastern region of Mexico. Additionally, we introduced a new website and revamped the Facebook Fan Page, along with digital advertising.

Through a bold cross-marketing strategy, Tamariz sponsored Puebla’s first division soccer and baseball teams. This move reinforced its origins and commitment to promoting healthy living among Puebla’s families. Additionally, they initiated an annual run that has become the most eagerly anticipated event, dedicated to all family members.

Today, Tamariz had expanded its product catalog by at least double the initial number of products. The sixth annual run was even more anticipated than the previous ones, and the brand continues to solidify its market share in the southeast of Mexico, approaching the third position in the category.