Affinitas’ member firms Gómez-Pinzón (Colombia) and Miranda & Amado (Peru) advised Alicorp on the rebranding process of “Negrita”, one of its most traditional and representative brands.
“Umsha”, the brand that will replace “Negrita” after 60 years, is the result of Alicorp’s strategy to promote a more diverse and inclusive culture, without losing its positioning as a love brand in the Peruvian market.
The team that advised Alicorp was composed of partner Juanita Pérez and associate Paola Gamboa, from Gómez-Pinzón and partner Enrique Felices and associates Álvaro Gastañaduí and Rodrigo López, from Miranda & Amado.
