Non-carbonated beverage company of the Mexican Coca-Cola industry
There are promotions designed to capture attention for a few seconds, and others that find a way to extend the brand experience far beyond the point of sale. For Jugos del Valle Reserva, the challenge began with one question: how do you create a promotional product that truly makes sense for a brand associated with natural beverages while also offering an alternative to relying exclusively on conventional plastic?
Simply giving away a gift was not enough. The promotional product needed to connect with the beverage, provide real value to the shopper, and remain consistent with the campaign concept. The answer came from a material deeply connected to Mexico: agave.
Together with Jugos del Valle, AIM, through Ecoware, developed a shaker made partially with agave fibers, designed to be included in a Jugos del Valle Reserva promotional kit and to become a functional product that consumers could continue using long after the purchase.
Jugos del Valle is part of the Mexican Coca-Cola Industry and has an extensive portfolio of non-carbonated beverages. For this activation, the brand wanted to promote Jugos del Valle Reserva through an exclusive nationwide promotion in self-service stores, which required an innovative promotional product that could be included as a gift within a kit and connect with shoppers interested in healthy and natural beverages.
That was where the real challenge emerged. When a brand builds its proposition around certain attributes, every element surrounding the experience should strive to maintain that same consistency. A conventional promotional product could have served perfectly well as a giveaway, but there was an opportunity to develop something much more closely connected to both the product and the message the brand wanted to communicate.
Furthermore, because the promotion would be present in self-service stores nationwide, the project had to go beyond creativity. The promotional item needed to be functional, consistent, and viable for production at the required scale because, although it began as a promotional product, it needed to perform like a real product once it reached the consumer's hands.
In collaboration with Jugos del Valle, AIM, through Ecoware, developed a shaker made partially with agave fibers, a solution that made it possible to replace part of the conventional polymer with plant-based material while maintaining the functionality required for this type of product.
Choosing agave also allowed the material itself to become part of the promotional story. Instead of communicating an idea solely through graphics or printed messages, the product incorporated plant-based fibers directly into its composition, making innovation part of the material itself.
The message was not simply printed on the product; it was built into it.
This was particularly relevant for Jugos del Valle Reserva because shoppers received an item naturally connected to the preparation and consumption of beverages. The shaker did not depend on the promotion to remain useful; consumers could continue using it at home to prepare different drinks, extending its purpose long after receiving the promotional kit.
One of the greatest challenges for any promotional product begins after it is handed to the consumer. Some objects capture attention during an activation but lose relevance once the shopper gets home, while others find a purpose and naturally become part of everyday routines.
The shaker developed for Jugos del Valle Reserva was conceived with this second scenario in mind. After fulfilling its role as part of the promotional kit, it could continue to be used for mixing and preparing beverages. This changes the way we think about the value of promotional products: the objective is no longer simply to give something away, but rather to create something consumers have a reason to keep.
For a brand, that difference matters because it gives a campaign initially designed for the point of sale an opportunity to continue inside the consumer's home. Brand contact no longer depends exclusively on the shelf, POP materials, or the duration of the promotion, but also on the usefulness the object can provide afterward.
The project made it possible to incorporate a different kind of promotional product into a nationwide Jugos del Valle Reserva promotion. The shaker maintained the functionality expected from this type of product while partially incorporating agave fibers into its composition, but its greatest strength was the consistency it created throughout the activation.
Jugos del Valle wanted to connect with shoppers interested in healthy and natural beverages. Instead of supporting that strategy with a promotional item completely disconnected from the concept, a product was developed specifically around beverage consumption and manufactured with a composition different from that of a conventional shaker.
There is no need to attribute unmeasured increases in sales or engagement to understand the strategic outcome of the project. Its value lies in successfully aligning the product, the promotional item, and the message in the same direction, creating a more consistent experience from the shelf to the moment the consumer used the shaker at home.
The Jugos del Valle case demonstrates that innovation in promotional products does not necessarily begin by completely transforming the shape or function of an object. It can also begin by asking what materials we are using to manufacture the products brands already rely on.
Through Ecoware, AIM develops solutions that incorporate alternative materials into products traditionally manufactured with conventional polymers, seeking to preserve functionality and design while exploring new material compositions. In this project, a shaker stopped being simply a promotional container and became an object capable of connecting the beverage, the consumer, and the material within the same experience.
Agave made that connection possible.
In shopper marketing, a decision at the shelf can happen in a matter of seconds, while the relationship with a useful object can last much longer. That is precisely where promotional products can create greater value: when they stop feeling like advertising giveaways and begin functioning as objects consumers can genuinely incorporate into their everyday lives.
The Jugos del Valle Reserva Bio Shaker began as part of a nationwide promotion in self-service stores, but it was designed to go beyond that moment. From the point of sale, it became part of the promotional kit; from the kit, it reached the shopper's hands; and from there, it could become part of new consumption occasions at home.
The promotion could end, but the shaker's usefulness did not have to.
At AIM, we design and develop promotional products and customized solutions that connect brand strategy with objects that are relevant to consumers. Through Ecoware, we explore materials and processes that allow us to rethink conventional products and transform them into different solutions for promotions, activations, and brand experiences.
Because innovating a promotional product does not simply mean changing the way it looks. Sometimes, it means starting with something much more fundamental: the material we choose to make it from.
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