The case describes Carla Barbotó and Santiago Peralta’s journey building a premium, ethical chocolate brand – Pacari – in Ecuador, that has won over 160 awards including “World’s Best Chocolate” for five consecutive years.

SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.

This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.