Almacenes Éxito: Wednesdays Without VAT

Retailer Almacenes Éxito increased sales and purchase frequency by siding with consumers in a protest against rising taxes in Colombia.

Campaign details

Brand: Almacenes ÉxitoBrand owner: Grupo ÉxitoAgency: SanchoBBDOCountry: Colombia

Market background

In Colombia, consumption tax (VAT) is known as IVA. In previous years, this tax saw its most drastic increase, climbing from 16% to 19%.

In 2018, however, the government attempted the unthinkable – to impose this tax on basic family goods. In a country where the monthly minimum wage is approximately USD$248, the additional 9% tax levied on family goods is simply impossible for millions of families in Colombia to afford. This provoked the anger of all Colombians, who called for...

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