Gamesa María Gamesa brand recognition without packaging test, Digi Mart USA News (Mexico): Choosing what to buy at the supermarket or what product to bring home does not always involve comparing prices, reviewing labels or analyzing different options. Many consumer decisions happen almost automatically, driven by habit, experience and the memories built around certain products.
That behavior was the starting point for a test carried out by Las Auténticas María Gamesa, which temporarily removed its packaging and logo and asked consumers to identify its cookies solely by their sensory characteristics. The exercise sought to determine how present a product is in the memory of those who consume it.
According to the brand, a good share of participants were able to recognize the cookies by their flavor, aroma, texture and appearance, even without seeing its graphic elements.
For Alberto Medina, an advertising expert, many decisions made within the home do not involve lengthy reflection. Accumulated experience, habits and trust influence everyday choices such as what to buy, what to cook or which product to add to the supermarket cart.
Gamesa’s test aimed to apply this idea to a concrete experience: checking whether a relationship with a product can persist even when the elements that visually identify it are gone.
The initiative gave rise to “Me Late,” a communication platform that focuses on mothers’ intuition when resolving everyday situations and making decisions for their families. Beyond the cookie recognition, the proposal connects with a trend in advertising: building messages around consumers’ experiences and bonds, rather than focusing exclusively on a product’s functional features.
Luisa Gutiérrez, Marketing Director of Gamesa, said removing the packaging was a way to test a relationship built over generations. “Testing the product without our brand codes was not a risk, but a demonstration of absolute confidence in the story we have built over generations with Mexican families,” she said.
The executive added that the connection with consumers does not depend solely on how the product is presented: “The authenticity of María Gamesa does not depend on a label, but on the unique place it holds in homes and in the memory of those who have enjoyed it their whole lives.”
The experience raises a question that goes beyond a brand or a product: how much of what we choose each day reflects a rational decision, and how much is related to what we remember, recognize and simply connect with?
