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With a beautiful presentation in the new headquarters of Coca Cola in Buenos Aires, the mark Ades is relaunched on the Argentine and international market .
Under the precept of acronym that is inscribed in his name Ades, is now recognized as "food seed" .
This recovery of the original meaning of its name which thirty years ago answered only the research questions of a denomination to the evidence of the trademark oppositions, implied the new positioning of Ades
Before it was soy food and now it is renamed
Now, say "seeds", c. is referring to what is healthy to which He brings energies, which implies return to the sources which refers to the traceability and all that is favorably seen by the new consumer attentive to health issues and well-being.
In this new environment, the brand, developed as a trial in the late 1980s by a group of Argentinian pioneers in the city of La Colcha in Tucumán, steers them towards They mark the main trends of purchase
Ades is identified so far with soybean a product that was deified in its first phase of development as a gourmet ingredient and that n '# 39; has not had a "good press" because it has become a vigorous but controversial culture for the Argentine soil.
The game of Coca Cola allows him to retrieve it from another side conceived above all else as "seed" with the positive connotation that it brings.
In this way we think more of a farm and a field than a factory and a laboratory .
In a context where one wants to return to the "natural" ] a company is best seen if it is related to the concept of "flavors of the earth" .
And on the other hand, this allows him to be the spearhead of other developments such as the variant of "almond milk" a product up to # 39, then conceived as a premium option for sophisticated palates but without massive development.
It is clear that the soft drink giant is also looking to continue to build a portfolio that will expand the range of options beyond its classic "tail", showing in particular all that is more in line with what is healthy a value that can not come from its original brand.
In turn, with the mark Ades, purchased at Unilever by Coca Cola in the year 2017 with an investment of 575 million dollars can be extended by the Everybody's markets is leading a new global trend.
It is estimated that Coca-Cola invested some $ 20 million in this revival, including a special production plant and a whole communication scaffold that presents the new precepts of the brand.
As is the case with La Serenissima which revives yogurt Yogurisimo as a culinary ingredient, Ades is now considered an ally in the preparation of meals , especially for confectionery .
This dual purpose brings the product closer to the new standards of today's market: the freedom to create from natural ingredients and dehydration and the lightening of dishes . The gastronomic economy goes hand in hand with the taste for wholesomeness
A natural and independent way of life
Today exists new dogmas that motivate and move the consumer.
Among the 20 and 29 year olds try to avoid products of animal origin and it takes more and more strength throughout society.
In turn, there is a consumer empowerment that treats or unleashes brands by force of tastes and displays.
Foods and products that can contribute to the prevention of disease and well-being are privileged
There is a fanaticism for physical state and there is a propensity to search for fortified options.
Investigate the origin of the marks and find out what is their origin which moves the consumer today from an increasingly widespread segment.
Priority is given to ethical and sustainable products and there are bets for custom diets
"The seed foods are liquid extracts of legumes, such as soy, nuts, such as almonds, or cereals, such as oats, which are characterized by the fact that valuable nutrients for the human body "are distinguished from the mark.
Return to the sources
As part of the revival of Coca Cola, a tribute is also paid to the pioneers who gave birth to Ades in 1988, from where his presence one of his creators, Alejandro Gutiérrez Herrera, who today acts as consultant for the society
In dialogue with iProfesional, Herrera, highlights pride which gives him the development of this mark in which he was involved professionally and personally .
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