Chile: brands with highest recall 2022

In May 2022, Falabella was the brand with the highest unaided recall in Chile. Roughly 26 percent of surveyed consumers remembered advertising from the Chilean retail chain that year, whereas Coca-Cola ranked as the highest brand from outside Latin America.

Falabella brand profile

Falabella is a Chilean department store chain owned by S.A.C.I. Falabella. Its retail ecosystem currently encompasses 103 store locations across Chile, Colombia, and Peru alongside a designated e-commerce platform. The company reported a revenue of over 15 billion euros in 2021, making it one of the three most profitable department store companies worldwide. So, what makes the brand stand out from the crowd? One compelling reason is the retailer’s history of star-studded ad campaigns that featured international celebrities such as Gisele Bundchen and Kate Moss. Overall, Falabella ranked as the largest advertiser in Chile in 2021 and accounted for an estimated 5.5 percent of ad investments in the country.

Consumer attitudes towards advertising in Chile

A survey investigating the usefulness of advertising in Chile found that the majority of respondents had a favorable attitude toward ads. Only 11 percent of surveyed internet users found that advertising was never or seldomly useful to them, whereas this share was even lower on a pan-Latin American scale. Another interesting insight into advertising perception came from a survey on online advertising in Chile. In mid-2021, more than half of all surveyed adults stated that they were often annoyed by advertising on the internet. Conversely, nearly 40 percent indicated that they did not mind receiving ads in exchange for free content.