Delicious Joy & Vibrancy of Latin America
We partnered with Grupo Nutresa to create a premium chocolate line that delivers the joy, flavor and fabric of Latin America in every delicious bite.
Capabilities
INSIGHTS
POSITIONING
CONCEPT DEVELOPMENT
RESEARCH
NAMING & TAGLINE
Challenge
As Latin America's leading chocolatier, Grupo Nutresa set out to enter the growing U.S. premium chocolate market with an entirely new brand. The goal was to create a brand built for American consumers while celebrating the rich flavors, craftsmanship, and cultural heritage of Latin America, all rooted in the company's long standing commitment to sustainability.
Action Taken
DuPuis partnered with Grupo Nutresa to create Vivamor from the ground up, leading the brand strategy, positioning, and identity development. Through consumer research at key stages of the journey, we uncovered insights that shaped the brand foundation and helped define how Vivamor could connect with consumers.
The name Vivamor, combining the Spanish words vivir (to live) and amor (love), captures the joy, warmth, and optimism of Latin America. The packaging brings this idea to life through the concept of traveling across Latin America through flavor, with vibrant illustrations created in partnership with a Colombian muralist and authentic food photography showcasing regional recipes and traditions.
To reinforce the brand’s purpose, we developed the People First Commitment seal and sustainability story, highlighting Nutresa’s dedication to farmers, communities, and responsible sourcing.
Results
Vivamor debuted at the 2024 Sweets & Snacks Expo, introducing a fresh expression of premium Latin American chocolate to the U.S. market. The brand has since launched through Amazon and select retailers as Grupo Nutresa continues to optimize its go to market strategy and expand distribution.
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