The NOW Gen

In this episode we talk to Eduardo Vivas, who currently leads Global Innovation Portfolio Strategy at the Hershey Company, about speed and the importance of creating unique brand experiences for the NOW Gen. 

Guest

Eduardo Vivas

Francisco Serrano (00:04):

Over the years marketers have been analyzing the different generations, baby boomers, gen X, millennials. And recently we have seen there’s a red thread among all of them speed. They all want everything to happen. Now, my name is, and I am the chief speed officer at one to one and the host of the now jam podcast. Join me each episode. We talk about what’s happening with brands. See how brand professionals across different industry cope with this fast changing market. And up to the expectation of this now generation welcome.

Speaker 2 (00:46):

This episode is brought to you by one to one, the fastest day to day design and content studio. For more than 17 years, one to one has been their premier partner for many fortune 500 companies proving that tight deadlines should and be a hassle.

Francisco Serrano (01:03):

Welcome back. And let’s welcome IUO Viva. He is currently the team lead of global innovation and port portfolio strategy at the Hershey company. We are pretty excited to have Eduardo Vivas here with us today. We’re gonna be talking about his vast experience leading brands for well over 15 or 17 years inside the Hershey company and other other brands. Welcome Eduardo.

Eduardo Vivas (01:34):

Thank you, Francisco. It’s an honor to be here. I appreciate an invitation.

Francisco Serrano (01:38):

No, I mean, we were talking earlier in the, the, before we we’re recording and, and you know, the NOW Gen and the current market situation, it’s, uh, it’s, uh, nobody knows what’s gonna happen. It’s really, uh, it’s a, a trial and narrow a test and, and, and growing and finding out if, if a client wants to engage or not either words, business to business or direct to consumer. And, uh, and yeah, it’s, it’s a very, very uncertain times. Right. And, uh, but, uh, let’s get right to the, to the point. I wanna start by asking you, I, I see that you have, uh, uh, a sales background and also, so, uh, brand management. Can you tell us a little bit about how you started and, and, and your migration to the brand world and how it all began for you?

Eduardo Vivas (02:33):

Yeah, absolutely. Francisco. So again, thank you for the invite. This is truly an honor, and truly excited to be here today and talking a little bit about some of the things that are happening in the market, a place. So, yeah, I actually started in sales. Um, so I was, uh, I thought it was a great opportunity to connect with the consumer directly at the point of purchase. So I’ve been with the company about 20 years, and I’ve been all the time with Hershey’s, you know, starting at that point in sales and moving into some of the marketing areas later on in my career. And at that point, um, there was an opportunity to join the company, uh, kind of like in a regional role. Uh, it’s like a sales rep opportunity where I would have different accounts, um, in a market, in the software market and their sales, right.

Eduardo Vivas (03:24):

Pro you know, what he would need to do would be to go to each one of their accounts, talk to the store manager, set up the displays, sell, sell any programs or promotions that they had. But, um, again, that was a very nice opportunity for me to learn about the market, learn about the US consumer and not only hear, or kind of like read about the market, but actually see it in action. Because, uh, before that I came from Venezuela more from Venezuela. So I did my business studies in Venezuela, and I came to the US to do my MBA. And from that step, I went directly into the market. So it was a perfect opportunity for me to get to know the culture in addition to the consumer behavior on the floor. So it’s, I, I think that it was a, an amazing step because from there, it allowed me to see how any of the marketing program, I’m sorry, initiative were communicated to the sales teams and executed on the floor in, at the store level.

Eduardo Vivas (04:26):

I could see what were some of the things that were working and some of the things that weren’t working sometimes when you’re in the marketing world, you are seeing that the strategic level, and sometimes you’re missing like the final execution, the final, last mile, as I call it, which is when you are in the store with the consumer, looking at your product and making the decision, he, he doesn’t have a lot of time to make that decision. And there are a lot of choices around them. So you need to make sure that you are at the right spot, at the right place with the right price and the right promotion and the right experience so that you can sell and actually do what you’re supposed to do, which is, you know, increase your market share. So, uh, it was really good. So from there, I went into another sales role, which was, uh, leading the convenience stores, um, and candy and tobacco distributors in the software market.

Eduardo Vivas (05:20):

Uh, this was an account executive level in which I would sell kind of like the company, initially, the new items, the programs into these distributors, and they then would, they would sell it to stores and they would execute it. So I would kind of like go in a little bit further from the execution itself, um, from there, you know, it, the move or, or made the move to the corporate, um, uh, where I was in a, I call it like a customer marketing shopper marketing, uh, role is what we call in many companies in the US sales development or promotion integration is an area that connects, uh, marketing initiative and sales into developing communications that provide direction to the sales team. I spent there a few years. And from there, uh, I made my move into marketing, which was my ultimate goal, uh, to get into our marketing department and start opening into different areas.

Eduardo Vivas (06:18):

So it’s been an amazing journey in the marketing team. I’ve been able, uh, or have the owner to work in different brands. I, uh, worked at the Hispanic initiative at some point, I worked at brands such as Kitcat at Take Five Twizzlers,Cadbury and I also led some of thes to know businesses for the Hershey company, the largest one, in fact, Halloween, which is like our super bowl, uh, for about three years. Um, and then I moved into, uh, the role in which I am right now, which is super exciting. It’s a, it’s a direct to consumer role it’s portfolio innovation and strategy for a specific section of the Hershey company that, that is called the Hershey experience that manages the direct interaction with the consumers. We handle our Hershey store that com our online stores directly to the consumer. We don’t go through retailers, we market directly to the consumer.

Eduardo Vivas (07:15):

We also have our own stores, uh, that are located in the US in different locations times where Hershey, PA Vegas. And we also have some international stores in Canada, Asia, and some other markets. Uh, we also work with our world, our retail business unit that is in charge of promoting and selling our brands in duty free across the world. So it’s, it’s an opportunity to connect or leverage our brands in different countries. So it’s been really exciting so far. Uh, you know, I couldn’t be happier on kind of like how we’ve been personally, I have been progressing, but the, the insight for me has been that, uh, this journey has allowed me to have a very holistic perspective, a general manager perspective that it’s amazing in marketing, because you can understand what sales are telling you about. You can understand what marketing is telling you about, and you can understand, you know, what the consumers are telling you about and develop programs that could help us, you know, move in the right direction. So, um, I’m super excited about that. And, you know, we continue to work to deliver and drag our brands.

Francisco Serrano (08:26):

Yes, it looks like, I mean, when you were talking about having the, the final decision of the consumer, that the experience at the point of sale, I remember that they used to say that 80% percent or 85% of all decisions are made at the point of sale. So no matter how much money you spend in that TV production ad at the end, if somebody has the engagement of the consumer, or they’re gonna get the sale, not you not gonna get it. So it’s kind of, you work all that to build your brand. And at the end you lose it because of, uh, not knowing the last mile, and now your current role as a, as a, you know, global innovation into a direct to consumer, uh, um, tell me a little bit about your day to day. I mean, isn’t it difficult to engage with an Asian and also, uh, with probably a Mexican and then the us from Utah and, uh, somebody that visits the, the, the store at the, at the times square, it’s kind of such a, a lot of things moving right there. What is it like?

Eduardo Vivas (09:43):

Yeah, absolutely. So, um, EV everything starts with the consumer, as you’re saying, and the consumer, no matter where they’re from, uh, they have, uh, works for the chocolate they’re buying. So there are different occasions that they’re looking to use the chocolate to satisfy their need. So what we do in, in the company is like we, and we try to segment the, the business globally by con you know, by occasions, not only by regions or, you know, there are differences, there are nuances and SOS by market, but in general, the consumer behaves in many ways, similarly, uh, in, in some instances for some occasions in different markets. So one of our key occasions is that we, you know, drive in our business because it’s direct to consumer, uh, in our business, people are looking for things that are truly unique. They’re not for a bag of candy to have a snack in the middle of the day.

Eduardo Vivas (10:41):

You know, they can go to the convenience stores, they can go to seven 11, they can go to CVS, they can go to Walgreens and, and, and grab a bag of candy and, you know, start snacking a little bit to get a little bit of energy or just to, to satisfy a craving, right, for us, in our case, we’re looking for specific occasions that go beyond that, and people are willing to buy in a different way in our, our consumers are looking for gifting as a key location. Mm. Gifting and gifting is not a traditional location that companies are satisfying very well in traditional channels like supermarket or, or, you know, mass stores or, or, or pharmacies. These are locations that are traditionally, uh, better satisfied by smaller companies, more artisan, artisanal companies and things that they can do in different ways. For us. What we are trying to do is change that approach, understand what they, consumers are purchasing our products for and develop portfolio solutions that will satisfy based on the purchase.

Eduardo Vivas (11:47):

Uh, key drivers for them, consumers are looking for brand while it is important for them. Um, you can have a gift, but if, if the gift doesn’t have the backup of the right brand, the consumer doesn’t feel that the recipient will even appreciate the gift. Like, you know, you get a chocolate from a place that nobody knows. Yeah, it’s nice. But the consumer is gonna say, oh, okay, cool. But if you get a Hershey’s chocolate people immediate, they recognize as the brand, and even beyond the us, outside the us, the Hershey chocolate or the Hershey brand overall are Hershey brands. And when I say Hershey brand, I’m not talking about Hershey’s chocolate itself. Only I’m talking about Reese’s, uh, Hershey’s, uh, you know, there are other brands that we have, like Twizzlers, or on many pieces that have a little bit of more of a premium value.

Eduardo Vivas (12:38):

So in other Mar in other markets, specifically more than the US consumers see that as an appropriate gift and use that gift for different situations, whether it is a holiday gifting or everyday gifting or things like that. So that’s how we try to solve that dilemma of having different consumers. You have to segment the market, you have to understand what are the locations that you are going after. After finally those locations, you have to understand how to, how to deliver against that location with the right portfolio strategy. Of course, that’s where the product comes in place, the price design and all these other elements, what is the right brand? Right? So there are many ways, many things that will come after you have that foundational work laid out. So you can, you can continue further down the funnel into developing the right package or the right portfolio for them.

Francisco Serrano (13:29):

So is it safe to say that as a global innovator and the challenge that you have ahead of you, it would be like, uh, like, uh, if you have it in a store, a Christmas offering, but all the time, like, you know, when you go to the Christmas, uh, in, in the winter, you know, in December, and, and you are giving away something, you have, you know, the little bag of Hershey kisses and, you know, Hey, and you, you buy it for gift or something like that. So that’s your motto, but the whole year, and, and not necessarily in Christmas, so, oh, I am in Singapore and I’m at the airport and, oh, I want to take this from America to whatever. And boom. So you’re in that mode 365 of the year. Is that correct? Okay. So that is, that is a challenge.

Eduardo Vivas (14:16):

Now, when you think about gifting, then you have to segment gifting in itself. There is seasonal gifting. There is very different occasions for every system, holiday gifting. It’s, you know, almost like a family gift. It’s almost like a host gift you give, when you’re invited for Christmas, you take to somebody, when you go to them, or you send it to your friends or your, you know, your employees, or maybe your business partners, and you send, you know, something to them to celebrate the holidays for Valentines, right? What do you think people use Valentine’s for? You know, they give it to their loved one. So it has to be a different type of gift. And they want something that is more emotional. It’s not only generic gift. They wanna personalize, they want a special message. They want the right, you know, colors. They write packaging for Easter.

Eduardo Vivas (15:04):

It’s a different type of gifting. It’s, you know, gifting in some cases to be done as a, as a gift, as a host gift for the dish for the Easter meal, you know, when you’re invited there, you bring a chocolate, or you can do little gifts for, you know, uh, egg hunts. When you’re doing the egg hunts, you put little things in there. So gifting, you know, goes in a range of different occasions. And it just, how, what is the right type of gifting that you’re going after seasonal and every day, when you think about every day, the, the biggest occasion is birthdays. Uh, that’s the traditional one, right? Mm-hmm, uh, other occasions that are very important for everyday gifting include things like graduations, you know, weddings mother’s day father’s, day Thank you appreciation. You’re doing it. Well. I mean, there is a, a, a big variety of occasions that play in the marketplace that traditionally, uh, people have been, um, using other brands more than Hershey’s, to be honest, uh, because they target towards us. Okay. In my role, I’m trying to change that and also make sure that we can leverage our brands in unique and different ways to help us accomplish the goal of gaining share from the marketplace in, in, in the gifting arena.

Francisco Serrano (16:26):

Okay. So you, you talked about, uh, the, the, the key for a, for a successful portfolio. And what I take away is that you need to have brand recognition as a centerpiece, right. So that, and build from that. Correct. So the other portion of it, it’s the, what about the innovation side? So the Now Gen they are constantly asking for, uh, you know, unique experience and trying to be, so I, I asked you, is, is it innovation in your area? More of, you know, matcha is very popular or chia seeds, and you try to mix those and try to, even though you’re not gonna be a, a, a volume seller and you put ’em as part of your portfolio, and that’s the way you innovate or not necessarily, and more, you know, interact with, you know, for example, with Tahin in Latin America, it’s a leader brand with the, the, the spicy thing. And, and you do it with them, or you go into China and you, you know, the tea tree and you make a, a joint venture with them and start, you know, how does innovation translate to the NOW Gen?

Eduardo Vivas (17:41):

Mm-hmm <affirmative>. Yeah. So, uh, definitely. And I would say it it’s right there right now. Uh, the generation now, in my mind, it’s composed of two generations, millennials, and gen Z, you know, generation Z is just my kids and your kids <laugh>. And, you know, they are starting to get actually buying power. They’re starting to get jobs and they’re starting to, to get to go out there. They’re the ones that consume most of the digital content all the time. However, millennials, um, are probably the ones that are driving most of the purchasing power in the US and across the globe. Uh, they are both millennials and gen Z are in my mind considered part of generation now in which everything has to come in the way they want it. Right now, they have all the power in their hand on that mobile device. They can search anything at any time.

Eduardo Vivas (18:41):

They don’t need to wait. They don’t need to go to any retailer. They just search and they get it. And not only that, but, you know, you at searching is just one aspect of it. But when we get into the other platforms that are, that are, you know, millennials and generation Z are leveraging like social media platforms, they consume a lot of their time. They consume a lot of content and our companies are leveraging, you know, those channels to communicate with consumers and unique ways. And, you know, we need to ensure that we are whatever the consumer is. We need to ensure that we are making or developing what the consumer wants in terms of the product. We need to talk the language they want to hear, right? The communication message, the right tone, the right messaging. And we need to ensure that we do it in a way that is truly experiential.

Eduardo Vivas (19:33):

Um, at least in our channel, we talk directly to the consumer, right? Um, the Hershey company has different teams that work through retailers, but when you work through our retailers, sometimes it’s difficult. What you can do at the end, there is limitations, right? You have further alignment. You have to make sure that they approve this, the messaging, this and that. And also they may not wanna do it because they have other, other suppliers that, you know, they’re working with. In our case, we, we are talking directly to the consumer and we’re able to leverage those elements with the consumer. But I think that you were talking a couple of things there. That that is interesting. You, you said, uh, generation now are looking for unique things, or how do we think about it? And the answer is, yes, <laugh>, they’re looking for unique experiences, unique products that deliver something that they’re not accustomed with.

Eduardo Vivas (20:31):

They’re still gonna be as slow as their, as their core brands. You know, they’re gonna eat the product, the candy that they used to eat when they were, you know, children, but they’re open to trying very new and different experiences to, to engage deeper with the brand. So, um, one of the things that we’ve been doing, and, and it’s funny that you mentioned like different flavors of the world is that, um, this past year, uh, two years ago, we launched what we call flavors of the world. It’s a Kisses platform that, um, combines all the unique flavors that the Hershey company develops and produces around the world. So what we did is that we brought all those products that were made for individual markets. We brought them into the US, we developed a platform, we created a story. We developed the communication message and the assets.

Eduardo Vivas (21:24):

And since that platform has been launched has been extremely successful. It has, uh, it started with one product. It was a Mocha Kisses. It was actually cafe mocha. We just made it for the Mexican market. And it was so successful. We, we extended that. Let’s see what, what are we doing in Malaysia? We brought something else. What are we doing in, in Brazil? We are, there is something else. Now we have things like hazelnut kisses, uh, cases filled with cherry cream, things like that, that we continue to bring into the portfolio to surprise and delight the consumer. They, they love their Hersey milk. chocolate kisses a basic flavor, but these other flavors allow them to try it and connect in a unique way. So that model has worked tremendously well with millennials. Um, and again, it’s not about the product. It’s not about Aquis with chocolate, or I’m sorry, with coffee or cream. No, it’s, it’s about the story, around bringing these items from different parts of the world for you to try something that you’re not gonna find in the us. You’re not gonna find that in any other retailer in the us. So therefore this must be really good. I’m willing to pay more and I wanna get it now. <laugh> yeah,

Francisco Serrano (22:45):

Yeah, yeah. And I assume that, uh, and, and this is an assumption converted into a question. Does speed play a role in your satisfying, the Now Gen crave?

Eduardo Vivas (23:00):

It does. And, and I mean, it’s, it’s going faster every day, uh, Francisco, to your point, the only thing that is constant is change and the change, every time goes faster and faster. You know, it’s funny when I started my career and in the MBA, that’s kind of like the first thing the teacher told us, one of the, the teachers, I don’t remember which one, but it said the only constant is change. I’m like, yeah. I mean, that’s true, but it’s, it continues to be that, but the pace, the is on the speed in which that’s happening, continues to accelerate. And that’s, what’s happened today. So many things going on social

Francisco Serrano (23:38):

Media, the social, social media is it’s that, that is helping a lot with all this messages. And yeah. And since, you know, an influencer is saying something and you don’t know for you, it’s the truth before you used to watch CNN right now you watch Roxana. And she says, oh, now this and that, and this and that. And you’re like, for you, that is the reality. And you trust that as if you were trusting CNN, you know, because yeah.

Eduardo Vivas (24:07):

Yeah. And, and, you know, in general, studies has shown that, you know, millennials and gen Z trust like 80% more influencers. And in fact, not traditional influencers like now is accelerating even more. Now we’re talking about micro influencers, not really celebrities only now consumers are related to micro influencers, meaning people that have between 10 and 50,000 followers, but they get a lot of engagement. These people are not the celebrities. This is your daughter, my daughter. Yes, exactly. Putting content about things they like and, you know, creating a net of people and of people connecting through their passion point because this macro, for instance, are going after specific things. So for instance, my daughter is all about fashion. So she’s all the time putting the latest clothes or fashion combinations and she puts it and then she gets a lot of people behind it. There are other people that maybe about food and they do post all about food.

Eduardo Vivas (25:06):

So those that’s now the, the new stuff for influencers. And we are trying to get into that as well. <laugh> we are not, we haven’t done it yet. You know, we were, we were kind of like working, you know, with the tradit and influencers. Now we’re gonna start going into this type of micro influencer because they first, they don’t, uh, charge those money. A lot of money. They just, it, you know, motivation. They just, they’re looking for brands that connect with them. Uh, they want samples. They want, you know, things to try that’s all, and then they will continue the conversation with you. But as you were talking about that, you know, an example that is Sherry is that, um, in this business, we also, as I mentioned, we also, uh, handle some of our stores. They are called chocolate world stores around the world.

Eduardo Vivas (25:51):

In these stores, we have confections and we have general merchandise. So things that consumers will buy to showcase their love for the brand. So you have a t-shirt that says Reeses or Hersheys or a sweatshirt or a hat or something like that. This past Halloween, we did a test to partner with a, a, a brand that has been making inroads into the market clothes in a category in a, in the plush gallery, it’s called squish mills. Uh, uh, you probably don’t know because your daughter is a little bit, I think older, but when you know, the, between the five and 12 year old range, every girl in the US know what this thing is, it’s, uh, it’s around the plush that it’s, you know, creating sensation all over. So we did a partnership with this brand. Let’s let’s partner, two iconic brands. Let’s put it in the market, let’s see what happens.

Eduardo Vivas (26:46):

We put it in the, in, in our stores and it’s all in two hours. But the reason why it’s sold is like the, like the minnow, we put it out there, uh, like social media started to go crazy. Like people immediately, this is in Hershey and tank where then the same day I come home, well, I I’m home. My daughter comes from school and, and she says, dad, you’re selling, Hershey’s squish mills. I wanna buy one. How do I get it? I’m like, uh, okay. And then my, my niece tells me and saying, oh my God, uncle that’s so cute. I’m like, what, how did you know? Well, I saw it. Somebody was posting it on social media and I saw it. I wanna buy it. And we go, and that created an amazing, amazing wave that changed our forecast so much. We ran out product, we had to reorder product, we put it on the floor again, and it sold again, so it’s like, we didn’t, we didn’t do any other type of advertisement. It was just a product location. And social media accelerated the word of the word of mouth and the, the communication about their product in, in a way that it’s, it’s sometimes it’s incredible.

Francisco Serrano (28:01):

Yes. Uh, and, and there’s, there’s so much going on that we can talk hours and hours on end about, uh, everything that the market is bringing that, that is changing the way that we consume or the way that we purchase. Right. Um, I wanna take you to the time machine and tell us, tell us, uh, your proudest moment of your career, your professional career, you know, a moment when you say Eduardo, you killed it. I really packed for that. No, no, there’s no ego thing. You’re just gonna tell us your thing. And, and, uh, so when and what,

Eduardo Vivas (28:41):

Yeah, that’s a tough question. Um, because there are couple of different times that I felt very proud in my career. Um, so, uh, probably until maybe a couple of years ago, I would’ve said clearly during my time leading Halloween, which is the, uh, super bowl of the Hershey company, uh, we were able to surpass half a billion dollar. Our in sales and gain markes share three straight years by, you know, some of the strategic initiatives that we accomplished, uh, while I was leading the team. But in this role, um, I’m extremely proud at our latest, uh, innovation that we just launched June. Let’s say four months ago, 10, which I see a lot of feature and opportunity for the Hershey company extend beyond the traditional channels, which is what I want. I, I’m looking for things beyond Walmart, Target CVS. I’m looking at places where I can grow, share of her shifts in other, in other places.

Eduardo Vivas (29:47):

Uh, we, uh, we are now playing within the food service arena a little bit. And mm-hmm, <affirmative>, we, we created an experience called Reese stuffier cup. Uh, this is a massive one pound Reese’s cup that the customer is able to create as they want to in our stores, choosing peanut butter from the actual, from the actual Reese’s brought directly from the plant, just a couple of hours after production. They put peanut butter inside this humongous cup, and then you’re able to mix and match with any inclusives you want, we have brownies, we have cookies, we have peanuts, we have, uh, bacon, we have cereal. We have, you know, marshmallows, we have all these kind of things that people can make and create their own. Reese’s peanut butter cup, Reese’s peanut butter cup. It’s all about passion. This is delivering the ultimate passion for the Reese’s lover.

Eduardo Vivas (30:51):

And our goal is to continue scaling this concept and make it national going from Hershey into Vegas, into Times Square and other places. So you probably, you’re familiar with the Nutella concept, right? They of course their Crips, they do their cafe shops and they do different places around the world. All the concept is about the Nutella in the Crys, right? Yep. This is the concept in which we’re gonna leverage the number one brand in the us to develop a truly unique experience. We, as customers are, are gonna be able to develop their own Reese’s, nothing better than that. So I’m super proud about that project and I’m super proud of the vision of that project. So that’s what I was saying. It it’s a little bit tough because I’m feel very proud about what I, you know, what, what some of the results during the Halloween, but here, I, I see that they, we are able to stay ahead in of the time connecting to what the generation NOW wants.

Eduardo Vivas (31:51):

They want personalized experiences. They want to co-create with the experience. So meaning it’s not a, okay, here is a racist cup. Yeah. I know the racist cup. Now you’re gonna be able to be your own develop. You’re gonna do whatever you want with that. And also to develop something that it’s, uh, in a natural, very experiential, you know, um, as we developed that experience, it was not only about the product. It was about the journey in the store. We end up the experience with a, a huge, amazing Instagramable wall, where every person that buys that thing, showcasing what it looks like. So it’s like you continue the journey you plan for the occasion, you do the experience and you allow the consumer to express the love for the brand. So I’m really excited to what’s to come in in what I’m working on right now. So I, I wanna com I wanna make that vision to be, um, to become probably the proudest time, but it’s, it’s the works, but I believe in it, and it’s, it’s gonna continue working and, and growing from where we are, I’m gonna send you an image that you can see and a link, so you can experience it right now. It’s only available in her CPA, but, uh, we’re working to extend it to times where <inaudible>, uh, in the, in probably next year.

Francisco Serrano (33:12):

Wow. Well, congrats on that. I haven’t seen that, but I’m sure that, that, uh, that it, it sounds unique for sure. And, and, and congrats because nowadays innovating in such a way it’s difficult. So you really, I mean, I’m sure that when you get that innovation, it comes out of nine tries failure, and then one it’s like test and grow, right. Kind of thing. And so speed over perfection, better to, to take it out there. And if it has a kick out, push it, then kill it and then push it because it, for the, if you wait for the right product and the perfect product is never gonna come

Eduardo Vivas (33:52):

And that’s a great advice, Francisco, for, you know, the audience, uh, the way how we are looking at things is to do a model that we call DLO do learn and optimize, uh, so that you can have that entrepreneurial spirit. You can test what happens and then optimize to your point. It’s not having the perfect solution all the time. Sometimes you have to take risk. Of course, you have to have discipline, right? There are processes and steps that help you consumer validate all these concepts. But at the end of the day, consumer validation gets you to a, a place. The market will tell you the real results. Sometimes you have to take the risk. Sometimes you have to, you know, make some of those elements and optimize as you go. So that is now embedded in my team’s culture. I’m not looking for perfection.

Eduardo Vivas (34:41):

I’m looking for ideas that will help us be different and innovate and, and grab the consumer’s heart and love and passion, passion. And with that, we’ll continue to look and develop the right thing, but I’m not telling them, okay, I need $2 million by the end of the year. And that’s all I care. No, I need to ensure that we look for the vision. Of course, we’re gonna tie to the financial goals and accomplish that together. Uh, but look at the consumer and don’t be afraid to test. Don’t be afraid to learn and, and understand what the consumer will tell you, um, and go sometimes with those things and optimize as you learn.

Francisco Serrano (35:27):

Oh, excellent. So I was gonna ask you what, what is a takeaway for the, for the audience and you just, uh, nail it right there. So it’s test and grow. Don’t be afraid to test and don’t wait for that perfect product or idea, or, you know, just launch it and, and, and, and speed and, and learn from it and then perfect it through, through time. That’s that’s great. So, uh, I want to, before we wrap it up, uh, I want to ask you if there anything you want to add before we close up, anything that you wanna say to your audience? Uh, you have the stage they’re listening right now.

Eduardo Vivas (36:08):

Yeah. So, uh, again, thank you, Francisco. I just wanted to say that it’s been an honor, uh, to, to know you and your company, your agency we’ve been working amazingly in the last few years with us. It’s been, it’s been great. And I think that the other piece in the future is, uh, you need to have companies and brand managers and marketing managers to really have the right team in place to be able to accomplish their goal. They need to work with internal stakeholders. They need to work with agencies. They need to work with external partners to really bring things to reality. And the speed of business is very important. So when you’re working with everyone, you need to ensure that the vision is translated to everyone. So your internal functional teams, you need to inspire them to, to go along with of that vision, your agencies, you need to know that the agencies are gonna be reliable, are gonna be able to deliver on time.

Eduardo Vivas (37:04):

And not only that, but they’re gonna help you see things that you are not seeing, help you understand and deliver with flexibility, where you are, and then, you know, partners as well. You know, what is it that you need to develop and work with them to get things done? So it’s very important to have a team, uh, very close to you that believes in the vision and is able to deliver the vision with so much stuff happening. And you need to do it at, at the right speed to deliver the right product at the right place, at the right price and at the right time.

Francisco Serrano (37:42):

Great. Thank you so much for sharing that. Uh, uh, last question. This is kind of a tradition you’re a branding expert, and we are always looking to disrupt the market and, uh, the ideas. So tell the audience, you, your top two deodorant brands and why <laugh>

Eduardo Vivas (38:05):

Oh my God. Francisco. So, uh, that’s, I’m gonna be very honest. I, uh, let me remember, because it’s not a top. It it’s I have one, um, oh my God is the, is the Proctor and gamble there? One that has old spice, old spice, old spice. Yeah. Thank you. Old spice. That’s one that I liked because of the aroma, the scent, but I could tell you that they, they have done an amazing, an amazing job in communication and advertising that brand to make it come back from the dead. That was a brand that was used by my, my dad. Yes. As a, as a cologne, a perfume. When I was five years old, I saw it in my house, in the, in the, in the bathroom. I’m like, okay. Old spice. When I get, I got to the US that was like only available at the dollar store.

Eduardo Vivas (38:57):

<laugh> it’s it was like for free, you know, nobody would buy it and Proctor and gamble did an amazing job. And they started to communicate that brandagain with really unique and incredible advertising. I, I got hooked into it so much that I went to see what the heck it was. It brought memories. When I was there, I smelled it. It’s like brought memories from my childhood. And that’s how you reconnect with the consumers. And of course they have all these different, unique flavors. I’m not flavors. I’m sorry. Scents. Yes. That they have. And they have sense that match the personality. There is one that is called like champion and there is another one that is about the location. Fiji. I like the Fiji one, the Fiji. Yeah. It’s like, it’s like very tropical. I don’t know. Um, it, it is very fruity. I like it. And, you know, that’s the, the one that I’ve been buying the most before that I don’t even remember which one, my, my was my prior brand, but that’s what I can say about it. That’s

Francisco Serrano (39:55):

Good. That’s good. And, you know, I remember those TV ads that shook the whole world with, you know, the, the model that it was

Eduardo Vivas (40:04):

Horse house, a horse.

Francisco Serrano (40:08):

Yes. And it was, it was just amazing. So, well, thank you for sharing that ado. And I apologize for the disruption of asking you about man, but it’s always good to, to test the, you know, the, the brand recognition because we’re brand professionals. Right. So, well, thank you very much. Uh, we’ve been talking to Avivas, he’s the team leader of global innovation and portfolio strategy at the, her she company where, uh, people can reach you at.

Eduardo Vivas (40:39):

So, um, they can look, you know, they can go to LinkedIn, send me a message. If they have any questions, I’m happy to connect with anyone. Uh, if they wanna further understand how we do things in here. And also, I love to learn how other people, other brand members or other brand leads are working in different in industries. There, there are always ways to network and understand how do we improve what we’re doing. So, yeah, in LinkedIn probably it’s gonna be the best way.

Francisco Serrano (41:06):

Excellent. Well, thank you. Thank you again, ado. Thank you all. If you want to find out more about what the power brands are doing, like the Hershey company tune in the next episode of the now you for listening and watching.

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