The Challenge
In the Dominican Republic, colmados (small corner stores) aren’t just shops; they’re cultural lifelines. They move massive volumes of small-ticket products daily, and local brands, especially Baldom, control over 90% of the market share in this channel.
Baldom wasn’t just a competitor; it was the market giant, loved as an affordable, “authentically Dominican” brand. Against this backdrop, Kraft Mayo, despite being a globally recognized name, risked being dismissed as a foreign, pricier product with a “different taste.”
Previous attempts to break into colmados had failed to make an impact. To compete with Baldom and win relevance in daily Dominican routines, Kraft needed a bold, consumer-centered media strategy that would make the brand unavoidable.