Branding
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this review is the Richester. These are
biscuits with two hearts, as the logotype says, and are innovative in shape
and overall communication with consumers. Among the triangular wafers,
Amori, and celebratory Animados Zoo
biscuits in shapes of football elements,
the Richester offers several tastes of
Escureto. One of the ranges under this
name is a sandwich biscuit line, which
is remarkably similar to Oreo's but with
a variation in the biscuits’ shapes. The
essence of this brand is passion. The
two hearts on the logotype are the
constant reminder of this. Francisco
Ivens Dias Branco and his wife,
Consuelo, made them. The sub-brands
came as gifts for the grandchildren that
they have.
I wanted to avoid discussing global
brands altogether. However, the Oreo
is very popular in Brazil and many manufacturers want a share of this fame.
The Richester has Escureto and Nestlé
made Negresco just for this market.
They even launched other products
that are based on this biscuit, such as
ice cream and crumbles, just like Oreo
has. However, despite this effort, it is
not easy to follow the steps of this
famous brand. Other aspects also need
to be taken into account. In particular,
advertising and planned and timesensitive promotional activities have
helped Oreo to build its fame.
MARILAN
The third largest Brazilian biscuit and
manufacturer is Marilan. This brand
was established in 1957 by Maximiliano
and Iracema Garla in Marília. Twenty
years later, they started mass-production in a new factory, which, at the
time, employed 250 people. Today, it
produces around one mill