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ZAIMELLA HAS SUSTAINABLE SOCIAL SENSITIVITY
B) Sustainable because it has found a new and effective way to position its product brands.
Panolini and Para mi Bebé “Caravans”: |
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Starting 6 years ago and from then on uninterruptedly, these caravans have become the main attraction in small towns throughout Ecuador. To this date, more than 200 caravans have been arranged, thanks to the support of local city halls. Not only do they bring entertainment into towns and neighborhoods, but they also offer a pediatric service with medical physicians onsite. A team of 10 people from Zaimella bring entertainment, souvenir photos with all its known characters, family games, inflatables for the bigger kids, music for the smaller ones, nutritional counseling and free pediatric service.
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This takes place from 10:00 am to 4:00 pm on Saturdays and Sundays, 4 times a month. Since the caravans began, it has visited more than 87 different towns in Ecuador.
This activity, increasingly expected and desired by the populations visited, has turned out to be a valuable and effective marketing tool for all the company brands and a great opportunity to increase sales in these places. Panolini develops an extraordinary emotional bond through its characters: Vito Cacone, Tony Meone, Chenzo Pedini. The presence of characters from the children's cosmetic line "Para mi Bebé" gives a certain touch to the event, accomplishing significant consumer identification with the brand.
In the days prior to the caravan, the event is announced and publicized throughout the town, including trade activities that reach their climax during the event. As a result there is an increase in sales and storeowners are happy because they see their shelves empty; the brands positioning is stronger and the families and their children have a great time in a day at the fair where they have received free, top-of-the-line medical attention.

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The School Route
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Zaimella has been visiting, during the past 4 years, over 450 schools across the country. This activity was aimed at children from 6 to 9 years old, promoting the development of personal hygiene.
With live theater, puppetry and the support from pre-school specialists, children get together for nearly an hour to share learning. The activities are geared towards a long lasting learning in which children participate through games and fun. Nearly 200 children participate at each visit, and more than 20 different towns of the Coast and Mountain regions of Ecuador have been covered.
The characters from the brands Panolini, Para mi Bebé and Pompifresh have delighted children during their visits.
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A) Sustainable because it has found an extraordinary way to improve the quality of its diapers in a permanent and stable manner.
C) Sustainable because it has found a new and effective way to make the diaper category grow countrywide and position its products in the informal market.
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