In my hometown, there’s a cookie factory that everyone knows and loves. With more than one century, the company is generally recognized by the quality of their products, as well as the way they promote themselves as a traditional brand. Besides the flavor of the cookies, they do a very interesting job by keeping the original packaging and using retro references on their design. Doing so, they end up valuing the cookies and delighting tourists who find their boxes on the cities’ shops. But, here’s what I find more interesting: the cookies that get broken during the cooking process are usually put in transparent bags with stickers and sold as “Partidos”, which, in English, would be something like “Broken Cookies”. I love “Partidos” and I’m not only one. In fact, they’re quite popular among locals. Besides being much cheaper, they’re as tasty as the regular cookies. But the funny thing is that, for some reason, no one knows the cookie bag by its real name. Instead, people prefer to call it “Raleiro” (which is not even a word). Although I don’t know the exact reason why the false name became so popular, I imagine that that happened thanks to the … Continue reading Marketing in small towns and… cookies.