USSEC recently conducted a media campaign for the promotion of soybean oil in conjunction with a soybean oil refinery in Guatemala.  This refinery recently launched a new brand of 100% soybean oil with the infusion of green tea in a 1000 milliliter bottle.  USSEC consultants Jorge Martinez and Pedro Gonzalez traveled to Guatemala to help the refinery in its promotional efforts demonstrating that this brand is a premium product.  The goal of the media campaign was to communicate that this oil is healthy and contains green tea, differentiating it from market competitors.  A radio spot with this message was produced; it was transmitted a total of 2353 times via nine Guatemalan broadcasting companies from October-December 2013.

The marketing campaign proved to be very successful in increasing demand.  The product was introduced in two supermarket chains in Guatemala and increased its sales by 29%.  This soybean oil refinery is interested in continuing to receive this type of trade servicing from USSEC.