20 • May | June 2026 • abasto.com Bon o Bon Boosts Its Presence in the U.S. with a Campaign Inspired by the Argentine National Team COURTESY OF ARCOR A s soccer establishes itself as one of the main drivers of culture and consumer spending in the United States, especially within the Hispanic community, brands are seeking to capitalize on these moments to con- nect with their audiences. Against this backdrop, the Bon o Bon choco- late brand is introducing a campaign specifically designed to accompany upcoming sporting events and boost its presence at the point of sale. A Brand with History and Emotional Connection Arcor is a leading multinational com- pany of Argentine origin, with over seven decades of experience and a pre- sence in more than 100 countries. Sin- ce its inception, the company has stood out for combining quality, innovation, and a strong commitment to interna- tional expansion, positioning itself as one of the leading players in the food industry in Latin America. In this context, Bon o Bon was launched in 1984 with a clear objec- tive: to bring to the world a chocolate with a unique flavor, accessible and designed for sharing. Over more than 40 years, the brand not only establi- shed itself as a leader in Argentina but also expanded its global presen- ce, becoming Arcor’s flagship pro- duct worldwide and one of its most internationally recognized brands. Its unique selling point lies in its strong emotional component: Bon o Bon is, above all, a bridge between people. A Campaign Aligned with Passion for Soccer and a Boost to Retail In the context of the upcoming sea- son of major international tourna- ments, Bon o Bon is launching a product line inspired by the Argen- tine National Team, with the goal of capitalizing on the strong emotional connection this team generates glo- bally, especially among Hispanic con- sumers in the United States. The world champion national team has become a symbol of pride, iden- tity, and cultural connection. Asso- ciating the brand with this universe allows it to amplify its relevance and strengthen its connection with au- diences who experience soccer as a collective experience. This initiative allows us to amplify the emotional power of Bon o Bon and bring it closer to Hispanic consumers who experience soccer as part of their identity. It is a concrete opportunity for the retail sector to join a cultural conversation of enormous relevance,” Marco Pacheco | Marketing Manager for the U.S. at Grupo Arcor. In this context, the 2026 sports ca- lendar, which will place North Ame- rica at the epicenter of the world’s biggest soccer event, opens a unique opportunity to boost shared con- sumption moments, such as viewing parties, family gatherings, and ce- lebrations, where the confectionery category takes center stage. During these occasions, catego- ries such as snacks, beverages, and confectionery experience sustained growth driven by group consumption dynamics. Having a product linked to the Argentine National Team helps increase in-store traffic, encourages impulse buying, generates cross-ca- tegory sales, and differentiates the offering from the competition. Special Insert Sweets & snacks