Cases to think with · Workbook 01
The snack nobody wanted to eat
The story of Grefusa and Haties, five marketing and dramaturgy lessons, and a map to help you develop your own communication actions.
€7.90 · One-time purchase. Price for mainland Spain, including VAT. Hotmart confirms the currency, taxes and total for your location before payment.
Hotmart emails access to the ZIP containing the PDF and Word worksheet in Spanish after payment is confirmed. Access timing depends on the payment method.
Requesting a refund · 15 days · Hotmart purchase conditions (Spanish)
Ask about the workbookThe story and the decisions behind it
A snack brand created a product designed to provoke rejection. We follow that contradiction from the company’s context to the actions that gave the message meaning.
For students, creators, educators and professionals who want to understand how an idea becomes communication and apply that reading to their own project.
Five resources, explained through the case
An idea you can try
Product as medium, sensory metaphor and disrupted expectations.
Not everyone is having the same experience
Contrast within the group, different receiving positions and the witness’s role.
A familiar face needs a purpose
Choosing public figures for what they help people understand and do.
Every piece needs a task
Connecting live experience, video and media.
The promise has to happen
Linking actions and building credibility.
From the example to your own proposal
- 13-page PDF: story, five lessons, four original diagrams and sources.
- A fictional academy example using Perceive, Understand, Build and Reveal, plus a completed map.
- Three worksheet pages within the PDF, with 11 fillable fields in compatible readers.
- A separate three-page editable Word worksheet and opening instructions.
Spanish edition. No personalised review, audio or classes included.
Files you can save and work with
The package contains the PDF and Word worksheet in a ZIP file. To write in the PDF, download it and open it in a reader that supports forms; save a copy after filling it in. The worksheet needs a DOCX-compatible editor. You can also print the exercises.
Purchase, access and help
Before paying
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If access does not arrive
Check that payment is confirmed and look for the Hotmart email in your spam folder too. For help with the content or files, email hola@leonardoestradastudio.com with your purchase ID. Do not send your card details.
Requesting a refund
The advertised period to request a refund is 15 days from purchase. Submit the request through Hotmart’s Help Center or refund form, subject to its conditions and applicable statutory rights; a request does not mean an automatic or immediate refund.
Start with one complete lesson
The sample tells the story behind the paradox and explores the product as a communication medium, with a short exercise for your project.
Independent analysis by Leonardo Estrada Studio of a campaign by Grefusa and This is Libre. This was not commissioned by either company.