October, 20 2021
  • The new brand was created through a collaborative co-creation process in which professionals and students from all over the country participated by submitting their proposals.
  • Luis Martin Razuri is the author of the new brand name, who was selected as the winner after various stages of the collaborative process.

We present Umsha , the brand that from today replaces Negrita, and which was created through a collaborative co-creation process that was launched in August 2020 and in which hundreds of proposals were received from professionals and students from all over the world. the country. The new brand was born with the purpose of celebrating the diversity of Peru, its flavors, its traditions and its people.

The new name and identity of the brand are inspired by the humisha, the jungle version of the well-known yunza, a festivity that is celebrated during carnivals throughout the Peruvian territory and that represents the abundance and variety that is reflected in the gifts included in the package. tree. This proposal was created by Luis Martin Razuri, a design professional and university professor who turned out to be the winner of the process, since his proposal passed all the jury phases of interdisciplinary experts, consumer evaluation, registration with Indecopi, consultancy international expert in brands with purpose and the company's Management Committee.

A CO-CREATED BRAND

Negrita was an iconic brand that was part of the daily life of many Peruvian families. In 2020, Alicorp decided, for the first time in its history, to make a name change co-created with the Peruvian company through an open contest. The objective of this contest was to find a new way to recognize all the cultures and communities that have contributed to this fusion of unique and unmistakable flavors that Peru has.

The contest involved various stages of development in which Alicorp sought to listen and work collaboratively with different groups in society. It began with the design of the contest in charge of an interdisciplinary advisory committee, which included specialists in marketing, market research, gastronomy and interculturality. It continued with an open call, the reception of hundreds of proposals, the review of more than 60 external juries, also specialists in various disciplines, and market research with consumers. All this was done with the aim of choosing a brand that would represent all Peruvians and serve as a symbol in favor of diversity.

Vanessa Montero, director of Alicorp's Marketing Center of Excellence, who led this process, states: It was a process full of a lot of learning. Listening to the concerns and suggestions of the different experts helped us find together a new brand that fills us with pride and that represents everything we were looking for for this name change. We hope that this brand continues to inspire new moments of celebration that foster unity and closeness among Peruvians. .

The winner of the process, Luis Martin Razuri affirms that: Having had the opportunity to create the replacement of a brand as well known by Peruvians as Negrita, has been a very gratifying experience and even more so because it is a brand that will work for respect , inclusion and diversity in our country. Umsha is a brand designed to represent us all and imagined so that we can build together a fairer and more equal society .

Umsha will maintain the product portfolio of soft drinks, desserts and culinary aids and will gradually incorporate new products. Additionally, it will promote various initiatives in line with its purpose of celebrating Peruvian diversity. A first relevant milestone on this path is the creation of a photo bank that will promote greater diversity in Peruvian advertising, which we will launch in the coming weeks in collaboration with Shutterstock.

This brand change means for Alicorp to live its purpose: Feed a better tomorrow . This process is presented as one more step in the company's search to inspire respect and inclusion and equity, contributing to the construction of the society that we all want.

For more information about this change process, you can go to www.umsha.pe