USSEC Conducts Media Campaign for Soybean Oil Promotion in Guatemala
- General News
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.