Highlights
Royal Prestige, a premium kitchen brand, transformed its marketing strategy in Mexico to shift from product-centric messaging to a consumer empowerment narrative. The campaign—”More possibilities, happier hearts”—emphasized how the brand enables better lifestyles. With a bold segmentation strategy and diversified media mix, the annual campaign delivered full-funnel impact, including a 21.5% sales increase and market-leading brand metrics.
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Client and sector
Client: Royal Prestige (Hy Cite Enterprises, LLC)
Sector: Home A}appliances / Premium kitchenware
Country: Mexico
Year: 2019
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Challenge
Royal Prestige aimed to boost brand and product awareness while increasing sales, either by attracting new consumers or increasing purchase frequency. The brand faced two major challenges: a high-price perception and an exclusively direct, door-to-door sales model. It also sought to evolve its positioning from what the product does well to what consumers can achieve with it.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Approach
The new strategic direction targeted two psychographic consumer segments:
Performance seekers: Women 25+ in mid-to-high socioeconomic levels
Status seekers: Women 25+ in high socioeconomic levels
These groups represented 70% of the premium kitchenware market. The brand shifted its tone to emotional storytelling, portraying Royal Prestige as an enabler of everyday joy and achievement. The creative concept, “More possibilities, happier hearts,” brought this vision to life.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Execution
A full-year, multimedia campaign was developed with clearly defined roles for each media channel:
TV (Hero Content): Aired over 27 weeks on 11 affinity-aligned broadcast and cable channels. Delivered 50% reach and strong emotional resonance.
Branded entertainment: Integrated placements in popular culinary programs like MasterChef (Azteca) and Chef Omar (Televisa).
Digital (snackable content): 41% investment in YouTube, 23% in Meta platforms (Facebook & Instagram), with additional presence on apps, SEM, and niche websites. Influencers supported content amplification.
Print media: Served as reach extender among niche audiences, reinforcing brand image through aspirational visuals.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Results
The campaign exceeded previous benchmarks and delivered outstanding performance:
Audience reach: 72% reach among the target demographic, reaching 8.4 million consumers, significantly more than the previous year.
Brand metrics:
67% brand recall
49% purchase consideration
90% purchase intent
85% brand association
55% digital recall (YouTube #1, Meta #2)
Stronger results among performance seekers
Online impact: Increased branded searches and hashtag engagement across platforms.
Sales performance: +21.5% increase in sales year-over-year.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
