Known mostly for two clichés — coffee and drug cartels — Colombia is a rich and diverse country and due to its large geographical size and population it is one of the most active and influential countries in South America. It also benefits from an amazing location at the Northwest point of its continent, with coasts on both the Pacific Ocean and the Caribbean, a lush forest, and an epic mountain range in the Andes. Last Friday, before a soccer match between Colombia and Uruguay, the host introduced its new country brand and tagline, “The Answer is Colombia,” created by the joint efforts of Sancho BBDO and BBD for the identity and by JWT, RepGrey, and MEC for the advertising.
Established in 1905, Carulla is a chain of grocery stores across Colombia with 76 locations and 6,000 employees. This past Friday, it introduced a revised identity designed by Bogotá, Colombia-based SmartBrands that will roll out in a dozen stores first.