Trome | Alicorp launches Umsha, the brand that replaces Negrita after 60 years of existence

The Alicorp company launches ‘Umsha’, the name that will replace the Negrita brand after 60 years in the market in an attempt to ratify its commitment to diversity and after the controversy that was generated on social networks.

WHAT DOES UMSHA MEAN?

The new name and identity of the brand are inspired by the humisha, the jungle version of the well-known yunza , a festival that is celebrated during carnivals throughout Peru.

“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 will continue to inspire new moments of celebration that foster unity and closeness among Peruvians.” said Vanessa Montero, director of Alicorp’s Marketing Center of Excellence.

WHY DID THEY CHANGE THE BOLD BRAND?

The proposal was created by Luis Martín Rázuri, a design professional and university professor who turned out to be the winner of the contest for the creation of the new brand.

Alicorp specified that Umsha will maintain the product portfolio of soft drinks, desserts and culinary aids and will gradually incorporate new products.

In mid-2020, the firm explained that the brand change was due to the fact that, although Negrita is a successful brand, it required a change due to how diversity issues are currently treated.

“The way societies deal with diversity and racism has evolved in all this time. As a result of this process of change and progress, today we see with different eyes what is symbolized by brands and images that have been present in Latin America for decades, including ‘Negrita’ in Peru. What before could be considered positive, today is inappropriate, because we are all more aware that stereotypes are consolidated that we seek to overcome”, he pointed out at the time.

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