Saviloe: A well-known beverage seeking to rediscover its place in the world.

There are brands we all know. They're there, on the supermarket shelf, in the corner store's refrigerator, in a friend's hand. We see them, we recognize them, but we rarely stop to think about them. We know they exist, but we don't really know why they're in our lives. This was exactly what was happening to Saviloe, Quala's aloe vera drink in Latin America. And in Ecuador, it was little more than another beverage on the market. How do you revive a brand?

That question became my graduation thesis. But more than an academic work, it transformed into an adventure to rediscover a brand that, without anyone noticing, was already part of the small moments of millions of Ecuadorians. This is the story of that journey.

The dilemma of the famous brand that didn't have a "moment"

Let's start from the beginning. If you went out on the street in Quito or Guayaquil and asked, "Do you know Saviloe?", the most likely answer would be a resounding "yes." In fact, our research showed that more than 72% of people knew it. It was, without a doubt, the queen of aloe vera drinks in the country. Top of mind, as the experts call it.

But there was a huge "but." When we asked, "So when do you have a Saviloe?", the answers were a puzzle: "once in a while," "when it's hot," "just because." The brand was famous, but its consumption was phantom. Occasional, vague, without a ritual. People liked it, but they didn't really know why.

To make matters worse, the sales figures were throwing us a curveball: suddenly, people had started preferring the smaller 270ml size. Something was changing in the consumer's mind, and if we didn't figure it out quickly, the brand risked falling behind, becoming just a "known name" in the history of beverages.

The compass that guided us: listening to the consumer

Before launching million-dollar campaigns or changing the product, we did the only thing that made sense: go out and listen. We conducted surveys and conversations with hundreds of people, and in the midst of those conversations, one confession was repeated time and again. People said they drank Saviloe "during their lunch break," "after a walk," "when I need a break at university," "at that time of day when I want something delicious, but without overdoing it."

Bingo! The moment of consumption already existed; it just hadn't been named. Saviloe didn't have to invent anything. He simply had to seize those "moments of pause" that he already inhabited naturally. The strategy wasn't going to be noisy or complex; it was going to be human.

The plan: To turn a pause into a ritual

That's how the "Being natural feels good" campaign was born. The objective was simple on paper, but we hoped it would resonate emotionally: to ensure that when someone needed a break, they would automatically think of Saviloe. And to achieve that, we needed to be present in many ways.

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First, we had to tell the story. We created a narrative that adapted to the rhythm of the year. We started in January with a message of "Start in balance," ideal for those joining a gym. In spring, we invited people to "Connect with what makes you feel good." In the hectic third quarter, we encouraged them to "Find your rhythm." And we closed out the year, during the holiday season, with "End the year feeling good." This story traveled across social media (Instagram, TikTok), television, radio, and billboards, but always with the same tone: approachable, authentic, and real.

Second, it had to be experienced firsthand. To ensure people not only heard about the brand but truly felt it, we organized a spectacular contest: a trip to the Galápagos Islands. The mechanics were simple: collect the bottle caps that spell out SAVILOE and you win. Why the Galápagos? Because there's no better symbol of "nature" than our enchanted islands. We also joined the Quito 15k race. What better place for a "feel-good break" than after a race?

Third, we had to be in the right place. Our research showed that 12% of people buy drinks in restaurants and cafes. That's where Saviloe had to be! So, without changing our delivery truck routes, we reached 100 new locations in Quito and Guayaquil (La Floresta, Urdesa, etc.) with small displays and menu holders. We also strengthened our presence with street vendors in university and office areas, because they were already part of the break ecosystem.

And fourth, a little nudge for the corner store owner. We knew we couldn't lower the final price, because that would diminish the brand's value. But we could help the corner store owner. We offered a promotion we called the 12x11: for every twelve units bought, they only paid for eleven. This represented a reduction of almost 70% in unit cost; the store owner earned a higher profit margin, the company had more product on display, and the price for the consumer remained the same. A win-win.

The harvest: Achievements that go beyond the numbers

When we ran the numbers, the projections showed that if the campaign was well-received, we could increase sales by 300,000 units per month. Projected profit exceeded $7 million, with a 610% return on investment. But the most exciting thing wasn't just the money.

What was truly significant was that, for the first time, Saviloe was no longer just a pretty face on the shelf, but a life companion. Our goal was to increase brand recognition, of course, but above all, for people to associate it with a happy moment. We wanted to go from 12% to 30% of people who, when thinking about taking a break, thought of Saviloe.

It was more important than just a project, it was my thesis

For me, this project was much more than a university assignment. It confirmed that marketing, when done well, isn't a trick to sell more. It's a tool for connecting with a brand and sharing it with the world.

Saviloe was already part of people's lives, but it wasn't something they consciously acknowledged. We simply helped it take a step forward and say, "Hello, I am that feeling of well-being, I am that afternoon break." And when a brand achieves that, it ceases to be just a product. It becomes a small ritual, a gesture of self-care.

Looking back today, I see that the most valuable thing wasn't the numbers. Because at the end of the day, we all need a pause. And hopefully, in that pause, there will be a Saviloe.