Gloria is Peru’s most iconic and beloved dairy brand. After years of talking only about functional benefits and product features, its messaging became transactional and drifted away from consumers, dramatically shrinking its market share. In early 2024, through a joint effort, we uncovered a powerful parental tension: the constant doubt about whether they’re raising their children well—both at the table and in life. From that insight was born the concept “You’re doing it right.”

The relaunch kicked off with an audiovisual manifesto, covered city streets with billboards encouraging parents amid daily chaos, and spread across social media through real-life parenting stories. The flagship spot, “If your kids do it right, you’re doing it right,” reignited emotional resonance and relevance, helping Gloria win back closeness, leadership, and—above all—the hearts of Peruvian families.

Kantar Creative Effectiveness Award 2025