reglas DE distancia
Se hizo un trabajo de equipo a distintos niveles buscando una forma de complementar y reforzar el cumplimiento de las distancias de seguridad.
Dada su importancia, las distancias de seguridad han sido estudiadas con precisión para cada una de las circunstancias laborales y son regularmente difundidas.
El objetivo aquí era aportar, complementar ese trabajo desde otra dimensión.
COLUN,
pura buena lechE
COn toda la magia del sur
Colun is a successful Chilean agricultural and dairy cooperative that produces a wide range of market-leading dairy products.
How much can culture contribute to a brand?
An enormous amount — with a depth of identity that cannot be copied, not even with the best creativity in the world.
We started by connecting the brand with the values of its internal culture, and then transformed all of that into a mass advertising project designed to nourish the brand from the inside out.
In just one year, the brand reached the No. 1 position in the brand rankings for the first time and remained there for years. But it wasn’t only consumers who recognized it: at the same time, Colun was chosen as the No. 1 Citizen Brand and also achieved the No. 1 Corporate Reputation ranking.
Beyond its enormous success, this project illustrates the spirit and collaborative approach that we continue to use at Benito Asociados today.
We learned about the company through deeply touching encounters.
Short meetings with management teams. Sessions with the Board. Dawn and dusk alongside the dairy farmers responsible for receiving and milking the cows.
We had to learn how to approach them, because otherwise they won’t speak to you — and even the cows won’t give their milk (it’s true: they won’t if there’s a stranger they don’t accept). These are deeply sensitive encounters, yet incredibly nourishing if you learn how to relate in a healthy way.
In parallel, we went out with the sales team to visit local shop owners. Real time in the field, sharing the work. The story began to take shape naturally.
We began filming the people of Colun and, together with them, building a genuine story that we successfully brought to television.
“This is a cooperative.
The votes of the smallest and biggest
members are the same.”
In this case, we saw the value of cooperativism in Colun’s culture as a source of inspiration for the brand.
Soon, the pieces start to fall into place — naturally, without force.
Brand and culture gradually integrated, creating a virtuous cycle.
Improvements were reported in milk quality, internal climate, and — of course — these were ultimately reflected in sales and profits. But not the kind of increases you get from launching a promotion; these were gains that proved sustainable over time.
During that period, Colun appeared for the first time in first place across several corporate reputation and brand rankings. The work kept adding up.
“A cooperative is
like a forest.
Everyone looks after each other”
We kept identifying key elements for brand and culture rooted in the organization’s values, and we developed additional TV commercials around them.
“I am a member-owner of a large company, and I am the same as everyone else.
Because this is a cooperative.”
“You are always rooting for your neighbor’s success.”
“Our kids are already
thinking
about the cooperative.”
Brand and Culture as a Way of Being
A way of being is, in itself, a shared culture.
So-called “soft” variables, yet deeply real — and precisely because of that, they naturally brought together farmers (the field), workers (industrial plants), and the surrounding community around shared values (the brand).
People often ask us what the trick to the great success of this project was.
The trick was that there was no trick.
We built it all upon solid, genuine facts and not hollow marketing clichés.
What we learned and the cooperative spirit are things that have stayed with us until today, in our lives and in our other projects.
