Case Study: Grupo Bimbo achieves a viral Gansito Red Velvet launch and sales recovery with Brandwatch

How Bimbo Turned a Crisis into a Business Opportunity

Grupo Bimbo, the global baked‑goods leader, faced a worrying drop in online mentions and sales for its iconic Gansito cake in 2015 — a big concern given the product’s 90% awareness in Mexico. With limited budget and clear KPIs (including a 7% sales lift target and selling 80% of stock in 12 weeks), Bimbo and its exclusive agency Vector B needed a fast, data‑driven way to reverse the negative trend.

Using Brandwatch Analytics and the Vizia platform, Vector B spotted a viral U.S. launch of Gansito Red Velvet and recommended bringing the flavor to Mexico. A three‑phase campaign of teasers, social content and influencer activation in test markets drove strong engagement: the launch generated a 12% incremental volume (surpassing the 7% target), more than $580,000 in sales, sold out in eight weeks, and produced 11,146 mentions (18.4% of the Gansito conversation), successfully reversing the downward trend.

Grupo Bimbo

Ricardo Ibarra

Marketing Manager