date:May 29, 2012
which are dominated by beer.
'Underinvested' Cachaa category
Millian said Diageo saw Cachaa as anunderinvested category in terms of AP (advertising and promotions), which gives us an opportunity to grow share within the categoryas Yipioca has traditionally focused on commercial execution instead of brand-building initiatives.
Ypioca was sold at a premium vis-a-visa rival cachaa brands R$9 for Contagota Silver/Gold versus R$6 for category leader 51, and tapped the Brazilian consumer desire fo