Episode 2 - Ibarra Chocolate

Yesenia is discussing her capstone project for her master's degree, which focuses on the hot chocolate industry in the United States. She provides information on popular hot chocolate brands like Swissmiss, Nestle, Abuelita, and Ibarra. She discusses the ownership and revenue of these brands and their target audiences. She also shares the history of Ibarra chocolate and its marketing strategies. Hey everyone, this is Bloodline Banter, and we are your hosts, Amaryllis and Yesenia, and we're here to talk about anything and everything. Today's topic, we're going to dive deep into Yesenia's capstone project for her master's degree. I'm really excited to hear about it. She's got a whole outline, she's going to go through it, and I'm really, really excited. All I know is that it's about chocolate, and anything with chocolate, girl. You know I'm there. I'm excited to hear about it, so I'm going to hand it over to Yesenia now. Okay, okay. First of all, welcome back, everyone, and welcome back, Amaryllis. Thank you. Nice to have you in my home. Today, I'm going to talk about my capstone project for my last semester, and getting my master's degree. Yay! I'm so excited. So this capstone project is a project you work on throughout the whole semester at school. So I've been doing my research, and just gathering a lot of information, and then ended up working on a whole communications plan for this specific project, so I'm excited to dive into it. First, I want to mention how I even got to choosing a topic. So initially, I was into that fashion realm and fashion industry. I don't know if you remember me talking about fashion items last semester, when I worked on a paper regarding H&M and their returning fees. Then I also worked on a graphic design class, had a big project, and I was working on a digital closet vibe. So remember Clueless, when she had that computer, and she was picking her outfit? I did that, but in a mirror version. Yeah. That would be awesome. It came out really nicely. I called it Wardrobe Whisperer. Ooh, I love that. It's also very much like AI technology, and you can try on all your outfits without having to take out and rip apart your closet, which to some degree, that type of technology already exists, but this particular one was different, because you were able to see it, I guess holographically, I guess is how you say it. It's more personalized. Yeah, very much more personalized. You can set it up to your different time zones, so you're keeping track of the time as you're choosing your outfit. Even the weather, considering the weather when you're getting dressed, what you want to wear that day, especially if it's raining or snowing, and all that comes into turn. But either way, I did not end up going with the fashion industry, and I guess I'll start from the beginning. I guess one day I went to the kitchen and wanted to make a cup of hot chocolate, and that's one thing about me. I love chocolate, anything chocolate, mainly dark chocolate, but I've always had a Sweet Tube. Nothing too extreme, because I do find some things too sweet, but anything chocolate, I'm there. So anyway, I went to the kitchen, tried to make a cup of hot chocolate, and I recognized the packaging. I was like, okay, cool, yellow, I guess, hexagon-y packaged box, Abuelita Hot Chocolate, of course. No, it wasn't. It was actually Ibarra Hot Chocolate. So I was like, okay, what is this? I've never heard of this, what is this? And I guess that's where it all started, my initial reaction to finding out that a brand had similar packaging to Abuelita Hot Chocolate, you know? Yeah. Finding the history behind that. Yeah, definitely. Yeah. So that being said, I think I can first dive into some of the highlights of my initial reports for this project. I guess starting off with the industry report that I worked on. So in doing that, it's kind of self-explanatory, the report was basically a report on the industry of my choice. So I was able to gather both qualitative and quantitative data that basically supported me in understanding the hot chocolate market, particularly in the United States, and then chocolate production intentionally used for beverages. Okay. Right? So specifically in the U.S., most popular hot chocolate brands include your, you know, the most well-known, like Swissmiss, Nestle, and then, of course, other brands distributed in the U.S., but actually originating from other countries, particularly Abuelita and Ibarra. Okay. So to kind of, like, give you a brief overview of these other different companies, Swissmiss is technically owned by Conagra Brands. So they're from here, obviously, and in my research, I guess, some, like, some data points to point out so that in 2022, Conagra Brands had a total revenue of $11.54 billion and 18,000 employees. Okay. So that was Swissmiss, of course, they're going to be big, and for Conagra Brands, that's the total revenue, that's not even all of what is Swissmiss, you know what I mean? Yeah. So it wasn't all Swissmiss that made up that money, it was all their different products. Yeah. Right? But, of course, they're still one of the biggest competitors out there in the hot chocolate industry. So then, Nestle was kind of interesting. I did a deep dive in them just because for many people who don't know, Abuelita is actually owned by Nestle. I didn't know that. Yeah. I did. It was bought out a while ago. Okay. But to revert back, so there is two different types of Nestles, right? So there's Nestle USA, and then Nestle SA, or from Switzerland, so Nestle in Switzerland. Okay. Right? So Nestle USA is headquartered in Virginia, and in 2023, Nestle USA had a revenue of $12 billion, along with $37,800 in 2021. 2021. Sorry about that. Okay. So yeah. And then, you know, keeping that in mind, Abuelita is owned by Nestle in Switzerland, even though they're technically a Mexican chocolate. So it is made in Mexico, it's a Mexican product, but it is owned from a company in Switzerland. Interesting. Yeah. But it's kind of cool, though, because, you know, Switzerland is also known for their chocolate. Yeah. I don't know if you knew that, but, you know, very popular over there. Okay. I don't know why I would think it would be from the US. No. Yeah. Interesting. Okay. Very surprising. But basically, in 2022, the Nestle in Switzerland, the branch that owns Abuelita, is headquartered in Switzerland and had a revenue of $9.32 billion and 276,000 employees. Okay. So you notice that difference immediately. Yeah. Fairly well known, of course, and they're making, you know, a good chunk of money and they have more employees. And then I guess their overall sales for Nestle in Switzerland, particularly, had an overall sales of $104 billion in 2008, so that was back then. Okay. So not super big, but yeah, that was in 2008. And then we, you know, fast forward to Ibarra chocolate that is distributed by Novamex. So I wasn't quite sure, and I never really found out if Ibarra chocolate had a particular owner. So like, for example, Swiss Mist was owned by Conqueror Brands and Abuelita owned by Nestle. Ibarra chocolate stood by itself. Oh, interesting. So I never really found its true owner, but I did find its distributor. Okay. And the distributor was Novamex. So Novamex helps distribute Ibarra chocolate in the U.S. Okay. It's a U.S. distributor, so it helps bring those products in here. Yeah, but I'm assuming they've kept ownership local within Jalisco, which is in Mexico. For more, they laid their roots over 90 years ago, by the way. 90? Mm-hmm. Whoa. So actually, and it was pretty difficult in finding a lot of these quantitative data for hot chocolate. Yeah. Like, I never realized how difficult it would be to finding this information. The details. And I do think, you know, we need more people out there to get that. But thankfully, I was able to find some snippets, and the last revenue record for Ibarra chocolate in particular was in 2013, with a total of $231.37 million, so that was in 2013. I'm not sure what it would be today. Oh. Yeah. Oh. I wasn't able to find that, but from what I've gathered, that's what I got. But it's in the millions. The rest were in billions. Oh. So you see that difference. So I guess focusing on Ibarra chocolate, I'm going to dive into target audience now. So as for target audience in the industry, of course it depends on the hot chocolate brand. For example, Abuelita's target audience is the Hispanic community or the Latinx community, as the product is marketed as a Mexican product. Yeah. So those that often purchase the item in the U.S. particularly are often children of, you know, immigrants. Yes. Yeah. So I'll dive more into that in a bit, but Abuelita being a Mexican product, you can also say that its main target audience is fairly similar to Ibarra chocolate because of, you know, Mexican product being marketed here in the U.S. But besides the target audience for their products, Ibarra and Abuelita are quite different from each other. I mean, also besides the packaging and the colors, but their brand stories are quite different. Yeah. And for the sake of this episode, I'll zone in more into Ibarra chocolate, but it originated from a married couple. So this woman named Doña Maria Ruiz, she was known for making her authentic chocolate tablets that everyone among her family and friends loved, like everyone knew her for that. And everyone loved it so much that her and her husband, Don Camilo Gomez Ibarra, oh, hint, hint, decided to market their chocolate to a bigger audience. And then, by 1948, Don Camilo negotiated the first export of his table chocolates to the United States. Wow. Yeah. And that made it the first selling Mexican chocolate outside of the country, so before Abuelita. Abuelita. Yeah. You know, initial thoughts, I really thought Abuelita would be first, and Ibarra would be kind of like a copy, but it's okay. Interesting. Yeah. It just has more deep-rooted history. Yeah. Yeah. For sure. I have no idea of this. Yeah. Yeah. Okay. So as for marketing, they've always maintained the concept of 100% natural Mexican homemade chocolate. So actually, Chocolate Ibarra tablets, they have what's known as the NYCE certification, and basically, this seal guarantees that you are acquiring genuine chocolate. Okay. Abuelita doesn't have that, not from what I've seen. And it's displayed on their packaging, too, for Ibarra? I'm not quite sure. I think it did. We have one here, actually, and you can take a look at it, too. Okay. Yeah. By the way, we're drinking Ibarra chocolate right now. Yeah, we are. It's delicious. We're enjoying a cup of Ibarra hot chocolate with us for this episode. I hope everyone gets a chance to try it as well. But yeah, so they market themselves as being authentic, genuine, passionate about what they do. So to kind of get back to my project for my capstone, I decided to implement the practice of influencer marketing to the Chocolate Ibarra brand, right? And because of its position on current media and all I figured, after everything, I figured that influencer marketing would be a great practice to implement, especially as it competes with Abuelita. Yeah. So currently, Chocolate Ibarra has two active social media accounts. One for Facebook with 5.8k followers, and one for Instagram with 4k followers. So Chocolate Ibarra, similar to Abuelita, has consistent social media posts, but not as many followers, obviously. And the brand is tagged by both micro and nano influencers, so those are like more smaller. And I guess we can kind of dive into my communication plan now to kind of give you more of what I worked on. But this strategic plan was the main component of the capstone project, right? Okay. And what would this be like your, like, how they would be able to improve their social media presence? Yeah, so I'll, like, tell you all about it right now. Okay, perfect. Yeah. So what I gave you right now is basically the initial industry report and the practice I decided to focus on. Okay. Yeah. So the purpose of this strategic plan was to basically make the proposition to improve the status of Ibarra Chocolate. And overall, the recommendation is supposed to boost Ibarra's brand image and engagement, all along with the use of influencer marketing strategies. Okay. Right. All right. So if we have good influencer marketing practices, we can then boost its brand image and engagement. Okay. Right? So then to dive a bit more deep into it, so I did have three objectives as, like, my overall for the plan that I created. So my first one was to increase the awareness of Ibarra Chocolate among consumers by 25% over a six-month period. And then the second one was to expand Ibarra Chocolate's presence into a new demographic market of white American millennials to make up 15% of our total revenue, which I'll dive into more in a little bit. And then the third one was to generate brand loyalty through consumer engagement on social media, also within the span of six months. Right? Okay. So I'm pretty sure you have questions. Yeah. So you said white millennials. Why white millennials? Yeah. What is that all about? Well, this was my initial thinking. And I spoke to many individuals, too, so I, before this, another component of the project was to interview different professionals within either the industry that you wanted or just connect with multiple professionals in the communications, like, industry. Okay. Right? So I spoke with a great, I guess, colleague and friend of mine. So she's, her name's Amy, and she's from Ogilvy, and, you know, we were just kind of tossing ideas back and forth, and I was letting her know, I'm like, oh, I'm working on this communications plan for Ibarra, and I want to do this, and I want to do that. And I told her, I'm like, initially, I wanted to focus on, of course, the Latinx community. Like, you know, it's a Mexican product, it'd be great, you know, not a lot of people know about it, but, hey, it's similar to Abuelita, who wouldn't like it, right? Yeah, especially if they know the history afterwards, but, you know, that's the thing you have to first illustrate and dive deeply and show that story to your audience, right? Yeah. Right? So, Amber, when you think about Latinos in the community, and their loyalty, do you think that they would have easily switched from Abuelita to a new brand? No. Probably not. I, no, I don't think so. So that's where I saw a big stump when I was talking with Amy, I was like, oh, well, this was my initial idea, my primary audience would be the Latinx community, like, because they probably have more access to this product within, you know, smaller local grocery stores that carry such product, especially if they're, you know, ethnic products, like, of course, they're going to have it. But, you know, all due respect, and I even have this too, where I'm like, no, why would I switch to a new brand? Like, I love the original one, like, I, like, you know, we're known to be loyal to what we know, especially when it comes from, you know, our past generations. Yeah. If my Abuelita and her Abuelita bought that thing, that bought that particular product, you know, we wouldn't be as easily, I would say, we wouldn't lean in to new things. No. We would be less, we wouldn't be able to get de-influenced from choosing what we're already used to choosing from the counter. Yeah. You know what I mean? It's like, we're used to seeing it in our kitchen, so we're not going to switch it for something else. Yeah. Okay, that makes sense. Yeah. That makes sense. I mean, newer generations, maybe, but. Yeah. Maybe. But no, the loyal ones, no, they wouldn't. That makes sense. Yeah. And, you know, going into Millennials specifically, I felt like Millennials in the Latinx community are well known for their representation of their own culture. Yeah. There's so many, so many brands that I know of that, you know, replicate and love to put things that they love on t-shirts, on mugs, on, you know, just different things. And they like, they love branding things with their own culture. And I know a brand, a line that does like abuelita, like shirts and stuff, or like, you know. Okay. And things like that. So it'd be difficult to try and win them over, but at last they did become my secondary target audience. Okay. Right? So because I wouldn't necessarily be able to change that community's mind, you know, 100%, they were my secondary. Now for my primary, I did end up going with White Millennials. And why do you ask? Because, as I mentioned, I talked to multiple people and I realized it may be easier to bring in or display something as a new product in a market that has no idea what it is. Makes sense. Okay. So in generally a wide American market, particularly for the hot chocolate market, they know Swiss Miss, they know Hershey's, they know Nestle, you know, any other brand you can think of. Yeah. But if you start marketing this new Chocolat Y Barra Mexican brand as being authentic, you know, having notes of cinnamon, very like novelty-esque, like just a new wave of product for them to try, then perhaps we could win those sales over. Yeah. Especially with the story behind it. And they're also not used to Abuelita, so they would be able to switch over into a more authentic story. And product, too. Mm-hmm. Okay. That makes sense. Yeah. So that's what I ended up going with. And yeah. Okay. So I guess, looking at some of my notes here, yeah, so this, I mean, the primary target audience would, for this particular campaign, would fall between the ages of 20 to 43, so that's the millennial generation. And then we can also talk about my marketing strategy. Yeah. So as I mentioned, I wanted to use influencer marketing. And for this campaign, Y Barra Chocolate would be using, of course, nothing but influencers. So millennials love visually attractive content and personal-related stories, like you mentioned before. It's all about the story. Like, how can we connect to what you're giving us? Yeah. Winning them over with the story. Yeah. Instead of just, like, text or, you know, articles, maybe more. So I recommended that Y Barra Chocolate partner with three different influencers to further promote their, like, repositioning and to increase awareness and expansion into this new market. So the first influencer, she is known as Little Luna on Facebook. So Little Luna is her, like, Facebook slash blog community. And she also has her personal website. And she has 1.1 million followers on Facebook and 2.89K subscribers on her YouTube channel. Okay. Right. So, by the way, Little Luna's real name is Kristen Merkley. She is actually married with six kids. And she is Mexican-American. Oh. Mm-hmm. So she is known for her food blogs. So she loves to cook. She also loves to create her Mexican, like, authentic meals. Of course, there are other things outside of Mexican meals that she makes. But I, you know, chose her because she enjoys sharing those Mexican recipes. And it would be great for her to talk about Ibarra, especially if it's a Mexican product. So that being said, within this particular plan, we would ask Kristen to create a video content of a cooking recipe that involves Ibarra chocolate as the main ingredient. Okay. So Kristen would then post video content and regular posts on her social media accounts, most specifically on Facebook, because, as you know, Millennials are most often on Facebook. Mm-hmm. And, of course, she's also at liberty to post on her other socials, but we would be focusing on Facebook. Yeah. The one with the most followers, too. Yep. Yeah. Exactly. So as for the second influencer, and I'm pretty sure you're going to recognize this name, I ended up going with Louis Castro. I love Louis. Also known as Louis's Life on YouTube, or on his YouTube channel, that holds 2.8 million subscribers. Right? I'm one of them. So you already know him, Castro, or Louis is a content creator who comes out with the most outrageous comments and great ideas and his many vlogs that he's posted that usually revolve around makeup and food that are often very funny as well. And, of course, they hold everyday things. Yeah. He's very funny. So, yeah, I ended up choosing him because he's very proud to express his Mexican culture. Yeah. And he also even has those videos, or he has a whole brand of videos that he actually makes, like Mexican meals or Mexican snacks, or se llaman antojitos, like your little cravings, your Mexican cravings. Yeah. So he's very well known for that, and I figured he'd be a great fit to try and talk about Ibarra Hot Chocolate. For him, of course, it would also be video content, but I figured it'd be great to have him create a video with, of course, his friends or his sister, in which it's more interactive, just like now, where they review the hot chocolate, and I figured it'd be great to see his reaction in doing so. But, yeah, it'd be such a humorous piece by having his usual guest be part of the video. That's a good idea. I like that one. Yeah. And then the final influencer for the campaign that I chose was Morgan Eckgroth, so she's actually the 2022 U.S. Barista Champion. Ooh. Yeah. Exciting. It was so nice learning about her. So she actually has her own YouTube channel with 1.38 million subscribers, and within her videos, she just shares tips and tricks on all coffee-related things. She even has her own brand of, I guess, coffee machines and very much barista items to have. Oh, that's cool. Yeah. So for her, we would also have her create video content of maybe a coffee beverage, or I suggested a coffee beverage with Ibarra chocolate that can be made both hot or iced. And this is kind of getting into, I would say, the idea of keeping a product relevant all year round, because hot chocolate is usually seen as that holiday type of thing, versus throw it in a coffee and, hey, you can drink it all year. So, yeah, that's what I figured we could do for her video content. Okay. Yeah, I like that. Yeah. And then as for messaging, that would basically stick to the consistency of what Ibarra already does, right? So it's like Ibarra Chocolate, Mexican company, founded in 1925, of course, providing their chocolate for over 90 years, which is amazing to me, and making sure to promote that they're certified. They're certified. It's authentic. Yeah. It's authentic. It's 100% Mexican, genuine product. And, of course, it takes pride in providing authentic chocolate, and not just a, quote-unquote, chocolate-flavored product, like multiple people, I mean, multiple brands do, right? So overall, position itself as being full of rich flavor, tradition, and quality, and emphasizing that genuine chocolate concept, which is followed by its consumption benefits of cocoa. And it's like, I don't know if you knew this, but dark chocolate, antioxidants, and those types of benefits, and those can also be found on their actual website, and they promote themselves very well through those types of benefits of chocolate. It raises endorphins. Yeah. That's what I tell myself every time I have a cup. It'll defloat me, you know? So, yeah, just the wholesome and authentic flavors, along with the touch of cinnamon that it brings into many homes, and just that aesthetic, you know, carrying that big aesthetic. But, I mean, besides that, that was like the whole gist of what I wanted to do in regard to influencers. As I mentioned before, we'd mainly be focusing on Facebook and YouTube, because we had the food blogger from Facebook with her, she also had a YouTube channel, but we'd be mainly focusing on Facebook. Yeah. And then for Louis, YouTube, and then for Morgan as well, she'd be YouTube, because she has such a great following on there, you know, and you can tune in whenever. But, yeah, and according to Statistica, 82% of millennials are still using Facebook, while 79% of them are using YouTube. I was just about to say that there are a lot of white Americans that still use Facebook, like regularly, more than the newer generation. Yeah. So, yeah. Yeah. And then along with that, 77% of adults who do use Facebook fall between the ages of 30 to 49. Okay. Right? So then other platforms, such as Snapchat, TikTok, and X, don't really fit into the profile for media in this particular communication plan, just because there is a lack of relevance sometimes, and it's not necessarily relevant to our target audience. Yeah. Or the brand in particular. Yeah. So I figured that those would be the best options. And, yeah, and then as for, like, I would say going into, like, scheduling and actually seeing how that content calendar would look like if I were to use these influencers, I would initially start, and I figured, I thought this was such a great idea. I said that we should start September 23rd, right? So, and I said that because September 23rd of 2024 would be on a Monday, right? So the day before, which is September 22nd, actually marks the first day of autumn. Okay. Right? So, you know, as soon as the first sleeve hits, it's fall season, baby. Like, the hot chocolates and the hot coffees are coming out. Yep. So I figured that would be such a great time to launch this sort of campaign, and initially we would have Ibarra Chocolate release some internal material for earned media first, just so they could kick start some things, make sure that what they have on their social media correlates and aligns with the brand image that they're holding on their website. Yeah. Just so we can have that consistency. Yep, that consistency. And then from there on, around October, we would then release a press release with American news media outlets, such as CBS News and Chicago Tribune, as well as some Hispanic news outlets, of course, like Telemundo and Univision. Those would be amazing. Especially just making an announcement of like, hey, we've been here for over 90 years, if you didn't know. Right. But yeah, it'd be such a great reintroduction of Ibarra Chocolate into the hot chocolate market by retelling its origin story and seeing how it's provided genuine chocolate for that long of a time. Right? So then between October and the beginning of November, that's when the main component comes in, when all the influencers start to come into play. So between October and, like I said, the beginning of November, we would first have the Kristen or Little Luna food blogger. Yes. She would come out with her autumn-themed content. Okay. Just in time for the fall. Yeah. You know, as spooky season is there. She can definitely, I feel like she'd be great at having those, like I said, autumn-themed videos, especially with the colors and the concepts of what Ibarra Chocolate is. The, you know, the warmness of it. Yeah. Even including it in food recipes, not necessarily just the hot chocolate. Because there are multiple things you can make with it, just like Abuelita, too. They also have a bunch of recipes, like mole, sometimes made with chocolate. You know, things like that. So then we would end her video concepts, I guess, around October 31st. So that's Halloween. Yeah. And then, yeah, her closing post would be like October 31st, November 1st. So like, you know, Dia de los Muertos vibes, which I believe is around that time as well. So Halloween, you know. Very much contributing to the, most particularly the Mexican culture, but overall hoping to reach, you know, Latinx. Yes. As the secondary. Audience. That's the secondary audience. Yeah. But because her Little Luna's audience is, I guess, leaning more towards white Americans. Yeah. That's why it'd be easier to contract her for that. Yeah. Yeah, that makes sense. So then around November, Louis can then start posting his video, which would be about 15 to 20 minutes on his YouTube channel. And then by the beginning of December, Ibarra can then start boosting the influencer content through its platforms, through its personal platforms, to further gain consumer engagement during the holidays. Just because then that is the biggest time to start like, hey, like you want a cup of hot chocolate to warm you up. Yeah. You know, like definitely like cuffing season. Yeah. You know that whole gist. And it's a good idea because everybody's shopping around that time anyway. So there's a lot of shopping going on. Yeah, definitely. Yeah. Yep. So finding ways to definitely get out there and get that consumer engagement is very important at that time. And then in late January, Ibarra would then have Morgan release her content that centers around Ibarra chocolate's versatility when it comes to beverages. So after the holidays, we would have her then post because it keeps us, it would keep us relevant. After the holiday. After the holiday. Yeah. And then the campaign would wrap by February and begin analysis. So yeah. That sounds great. I like that idea. And it makes sense. And I feel like those influencers make sense as well because you're able to show the versatility behind. Is that the right word to use? Yeah. The versatility, right? Behind the product. Like you can do multiple things with this little hot chocolate tablet. Oh, yeah. So I thought that was such a great idea. I'm glad I was able to speak with everyone I did. They gave me such great insights about both the industry and or the practice of influencer marketing. And then I guess to kind of wrap things up in the sense of the communication plan to measure the success of the campaign, one can use multiple methods. But particularly, I suggested that they could use brand lift surveys. So these surveys help provide insights into metrics of awareness, brand attitude, and understanding a campaign's effectiveness. So questions that the survey could help the brand, Ibarra Chocolate, answer could be like, do people recall your brand or product? Or did the campaign move people to consider the product? Do consumers intend to purchase your product? Things like that. Questions along those lines. And along with the brand lift surveys, Ibarra Chocolate will also keep records and analyze its social media metrics. So that also includes likes and shares, comments, follows, even impressions through Facebook. Since Facebook will be used in this campaign, Ibarra Chocolate can use Meta's analytics to get the quantitative data from that, as well as for YouTube, making sure they keep record of their likes and shares, as well as subscribers gained specifically through the influencers' content. Yeah. Okay. Just to see if the campaign worked on this specific audience. So that was all of it. I love it. I love it. I learned a lot. I didn't know all of this about Ibarra Chocolate. I was all about abuelita, abuelita. And honestly, now, like knowing the story behind it, because I have abuelita at home. Let me admit, yes, I have abuelita at home. But to be honest, I'm going to start buying Ibarra. Now knowing the story behind it. Yeah, just switching because of the story. I mean, I think it's a really authentic story. I haven't heard the story behind abuelita. You just kind of assume because of the name, right? Like abuelita. You think that it has like a specific story. Yeah. Behind it. And it does. I mean, it does. It does. Because it also has, I believe her name is Sarah Garcia's like face on it. She's like a well-known, I think, actress. Oh. Okay. Yeah, like very, very much like in the 19, like early 1900s. Okay. So it does have a story. I just told you Ibarra's story. Yeah. Yeah. I like Ibarra's story. I'm a fan. And I think your idea for influencer marketing, which is very popular right now. And I think that's the best way to boost a product's social presence is through influencers. They're like everywhere now. Yeah. I feel like because it's easier to connect with us that way. Yeah. Yeah. They have a big audience. And I feel like a lot of people spend their free time on YouTube and on social media. So might as well. It's easier to reach folks that way. Yeah. Nowadays. It is. Yeah. So I really like your concept. I really like the project. And I think it's really, really cool. I learned a lot. So thank you for teaching us about Ibarra chocolate. You're welcome. But yeah, besides that, tune in next time, guys. I guess we're not sure what we'll talk about next. But please tune in. Yeah. It's going to be exciting. And I'm going to finish this Ibarra little hot chocolate that I got going on in front of me. I hope you do. It's very good. We have more if you want more. Okay. We'll probably get some more. All right, guys. Thank you so much for listening. And we'll talk to you next time. Yeah. Thank you. Bye.